People often cannot comprehend the tremendous feat these Paralympians overcome and what it takes to even reach the podium, let alone compete. So on a 100% visual platform, we zeroed in on Menna’s 3% vision to give people a deeper understanding of Menna’s true achievements. See Like Menna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick as she trains. Using data from Menna’s medical records to glean insight into how she sees, we created visually arresting content, both video and stills, that accurately reflected her 3% vision. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian competing for gold. While Menna’s own first-person caption copy helped anchor the experience in authenticity and tell her story through a series of videos and Instagram posts.

As the first-ever Official Mobility Partner of the International Olympic Committee and the International Paralympic Committee, Toyota wanted to demonstrate its commitment to becoming a mobility company on a global platform. But instead of telling people we were no longer just a car company, the brief was to prove it through the partnerships by elevating the Paralympic Games and empowering the athletes who defy the odds to overcome the impossible.

Even though Menna was British, her reach was global. The teaser video was translated into more than 20 languages and was published on YouTube and Facebook and linked directly to the @SeeLikeMenna Instagram account. International buzz on major news channels simulationously around the world helped build her community, which further helped Toyota shift its brand image from that of a car company to a mobility company.

We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna and spark a conversation around the Paralympic Games. A series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a blind Paralympian. On a platform that is 100-percent visual, we created videos and images that were completely disruptive on Instagram, accurately portraying what Menna sees as she skis down a mountain at 100 km/h.

We then built a community around @SeeLikeMenna comprised of tens of thousands of followers by posting visually arresting content twice a day. A hashtag strategy was used to grow our following, while influencers shared @SeeLikeMenna on social media, reposting the content and following along on Menna’s journey.