Toyota - Start Your Impossible (2021 Olympics)

Global Campaign / Athlete Content Production (Multi-Market Delivery)

As part of Toyota’s global “Start Your Impossible” platform for the Tokyo Summer Olympics, this campaign centered on capturing athlete stories in a way that could scale across a wide range of international markets.

The production took place over five weeks in Cape Town, South Africa, where I led a highly adaptive, real-time production approach to accommodate constantly shifting athlete schedules, parallel broadcast shoots, and the unique requirements of Olympic and Paralympic Committee guidelines.

Working closely with director Roice Nel and Artists & Legends, we developed a flexible production system that allowed us to capture both video and stills efficiently while maintaining consistency across a large volume of athletes and outputs.

The resulting content was translated and adapted for 27 global markets, requiring close coordination across regions to ensure the work resonated locally while maintaining the integrity of the broader campaign.

In addition to campaign assets, the production also generated supporting content for behind-the-scenes storytelling and Toyota’s global digital platforms—extending the value of the shoot beyond its initial scope.

This project required a high degree of coordination and adaptability, bringing together multiple teams, athletes, and outputs into a cohesive system that could scale efficiently across markets.

Agency: Saatchi & Saatchi

Director: Roice Nel

Production Company: Artists & Legends (Cape Town, South Africa)

Stills Photographer: Gary Land