TBWA has partnered with retired Australian Olympic Swimmer James Magnussen to produce a short documentary called 'The Doping Divide'. Part of the 'Life on the Edge' series created by Backslash - the agency's cultural intelligence unit - , the documentary challenges the notion that doping only results in unfair sport, suggesting it might instead create a level playing field in international sport.

It comes as the agency publishes the third chapter of its 'Future of Sport' report, titled 'Fair Play', which explores how the notion of fairness is changing.

The role of ‘fair play’ has taken center stage at this year’s Olympic Games, whether it be the biology of the players, the consequences of doping in the lead up to the games, or the level of difficulty of a move that most recently has been questioned and overruled, resulting in the loss of a Bronze medal for American gymnast Jordan Chiles.

The team at Backslash sat down with Magnussen, who is so far the only athlete to publicly express interest in doping for biohacking billionaire Peter Thiel's 'The Enhanced Games'. This reinvention of the Olympics encourages athletes to dope openly. The lingering questions around fair competition as the Olympic Games draw to a close are addressed in this thought-provoking documentary.

Strategy Director at TBWA\Australia, Renata Yannoulis, said: "The hype of the Olympic Games is coming to an end but all the questions around fair competition will linger for some time. As progressive forces challenge old instincts around what is and isn’t fair, we ask: who has the right to compete, where do we draw the line when it comes to performance-enhancing advantages, and what level of physical and mental risk is acceptable."

The 'Future of Sport' report from Backslash is a four-part series that explores what will come next in the world of sport.