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Toyota Start Your Impossible - Paris 2024 Olympics

Overview
As a global sponsor of the 2024 Olympics, Toyota wanted to create a digital experience that celebrated its sponsored athletes while inviting users to participate in the lead-up to and during the Games.

Rather than building a static campaign microsite, we set out to create an interactive platform that blended storytelling, exploration, and community participation at a global scale.

The result was a WebGL-powered interactive experience that exceeded engagement and time-on-site KPIs while reinforcing Toyota’s global brand presence.

My Role
I led the creative and experience direction for the initiative, guiding cross-functional teams across UX, engineering, motion, and brand to translate Toyota’s Olympic sponsorship into a cohesive interactive ecosystem.

I worked closely with stakeholders to align storytelling, technical feasibility, and performance goals across multiple markets and time zones.

Interactive Global Exploration
Toyota sponsored over 150 athletes across more than 40 countries. To reflect that scale, we built an interactive WebGL 3D globe that allowed users to explore by geography rather than by list.

Users could rotate, zoom, and tap into specific regions to discover sponsored athletes, view profiles, and access social links. This transformed what could have been static athlete listings into an exploratory global narrative.

The globe became both a storytelling device and a scalable navigation framework.

Community Participation – Send Off Messages
Beyond exploration, we wanted to create meaningful participation.

We introduced a feature that allowed users to send messages of support directly to athletes representing their home country. Users could upload photos or videos and decorate their messages with digital stickers before submission.

Messages were displayed on the site and shared via social channels, turning the experience into a participatory campaign rather than a passive viewing destination.

Athletes later shared that they valued reading the messages from supporters around the world.

Impact
• Surpassed engagement and time-on-site KPIs
• Increased user participation through interactive and UGC-driven features
• Reinforced Toyota’s global sponsorship presence across markets
• Created a scalable interactive foundation for future campaign initiatives

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Community Participation – Send Off Messages  //