Toyota Start Your Impossible 2024
I may not have achieved every sporty kid’s dream of making the Olympics, but being the lead writer of Toyota’s Olympics campaign in Asia feels close enough.
In this campaign, an athlete’s social responsibility is just as important as their sporting ability.
So, a visual came to mind after interviewing a gymnast, who mentioned he volunteers at feeding programs. It's him chalking his hands before a routine, match cut to his hands dusting flour as he makes bread for kids. We established that form of paired storytelling, and the rest is Olympic history.
We didn’t just write the scripts and shoot the films. We also came up with print, social activation, playbook, and even on-ground hospitality events. All-in-all two years in the making. Just two years short of an Olympic journey.