P&G x IOC x IPC:

ATHLETES FOR GOOD

Created by JustSo in partnership with the IOC, IPC and P&G, Athletes for Good is a global mini-documentary series celebrating athletes whose impact stretches far beyond the podium. As Milano Cortina 2026 approaches, we follow ten Olympic and Paralympic athletes from around the world who are balancing the intensity of training with their commitment to causes close to their hearts.

As part of P&G’s Athletes for Good programme, each athlete receives a $26,000 grant to support their chosen charity. Through intimate, character-led storytelling, the series reveals how these athletes are using their voices, platforms, and determination to create real change - showing that true greatness isn’t just measured in medals, but in the difference we make along the way.

Commissioned to lead the North American leg of the project, Killian Page and What Gives Media Group directed, crewed, and scaled multi-city teams to help bring these Athletes for Good stories to life.

Legend of snowboarding, Jamie Anderson, speaks on the impact the grant has on her organization, The Jamie Anderson Foundation.

Credits

Agency JustSo

Creative Director Leo Birch @leobirch

Lead Creative George Thomas @georgewkthomas

Creative Charlie Targett-Adams @ctacta

Series Producer Sophie Christophersen @producer.sophie

Production Manager Paul Morton @108morts

Production Director Amy Conner @amylouconner

Additional Production Rory Calder, Jordan Hakkak

Local Crew (US)

Director/DoP Killian Page @kodak.kid

Camera Operator Angie Dubois @angiedubois_

Gaffer/Swing Stephen Ly @stephenqly

Post-production Manager Jake Silva @jakesilva1

Post-production Supervisor James Varley

Editor Marcus Bird @goforbirdman

Colourist Cam Sander @cam_sander

Sound Designer & Mix Martin Leitner @soundsgoodaud.io

Laura Stacey, right wing hockey player for Team Canada, talks about the origins of her foundation, LS7 and about how the grant makes a difference on the ground and in the rink.