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Toyota Start Your Impossible - Paris 2024 Olympics

Overview
As a global sponsor of the 2024 Olympics, Toyota wanted a digital experience that did more than display a logo next to athlete names. The goal was to create something people would actually spend time in, exploring, participating, and connecting with the athletes Toyota sponsored around the world.

We built a WebGL-powered interactive platform that blended storytelling, global exploration, and community participation. It exceeded engagement and time-on-site KPIs and gave Toyota's sponsorship a digital presence worthy of the scale of the Games.

My Role
I led creative and experience direction for the project, working with a senior designer and an external development agency handling front and backend engineering. My job was to hold the vision together across UX, motion, brand, and technical execution while keeping stakeholders aligned across multiple markets and time zones.

With a lean internal team, a lot of the creative problem solving happened close to the work. That meant staying hands-on while also managing up and across to keep things moving at the pace the Olympic timeline demanded.

homepage/interactive globe exploration
Toyota sponsored over 150 athletes across more than 40 countries. Presenting that as a list would have buried the story.

Instead we built an interactive WebGL 3D globe that let users explore by geography. Rotate, zoom, tap into a region, discover athletes, view profiles, follow social links. Instead of a list, we made it sticky and memorable.

athlete page
Each sponsored athlete had a dedicated profile pulling together their story, sport, and social presence. The design needed to work across 150+ athletes with varying levels of content and photography while staying visually consistent and on brand.
 

community participation – send off messages
We wanted users to do more than browse. Before the Games began, fans could send messages of support directly to athletes representing their home country — uploading photos or videos and personalizing them with digital stickers before submitting.

Messages appeared on the site and were shared through social channels. Athletes later said they read them. That detail stuck with us.

The flow below shows the full send off experience across desktop and mobile.

Impact
• Surpassed engagement and time-on-site KPIs
• Drove user participation through interactive and UGC features
• Reinforced Toyota's global sponsorship presence across markets
• Built a scalable interactive foundation for future campaign work