The idea. Paralympians get called ‘superhumans’, but the wider disabled community doesn’t feel seen by that. So we showed their everyday challenges are the same as everyone else’s.

How it worked. Idents with Channel 4 and the IPC starring Kadeena Cox, Jonnie Peacock, Robyn Love and Laurie Williams, from dirty nappies to getting a word in with family. Made accessible with Purple: audio description, subtitles and BSL.

My role. Creative director, building on Toyota’s central promise of mobility for all.