I was lucky enough to create Toyota's Paralympics sponsorship idents for Paris 2024.

Over the last few years, we have come to know Paralympians as 'Superhumans,' but the wider disabled community does not feel seen by this portrayal. Working with Channel 4 and the International Paralympic Committee, we created idents that show that despite being world-class athletes, the challenges Paralympians face are the same as everyone else’s—dirty nappies, looking after pets, and even just getting a word in edgewise with your family.

We worked closely with four world-class Paralympics GB athletes, Kadeena Cox, Jonnie Peacock, Robyn Love, and Laurie Williams, to bring their everyday struggles to life in an authentic and funny way. We also collaborated with Channel 4’s accessibility partner Purple to ensure our ads were as accessible as possible, using audio description throughout, with subtitles and BSL versions all appearing during the Games.

Directed by Alex Boutell and produced by Joseph Taussig for Rogue, the whole process was fantastic.

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My Role: Creative Director

Team: Adam Jackson & Ted Price

ECDs: Toby Allen / Micky Tudor

Producer: Alfie Glover Short

Directors: Alex Boutell, Rogue

Agency: T&Pm