You may also have imagined what it’d be like to be an Olympic athlete; maybe you’re into snowboarding, so you’re supposed to snowboard down steep mountains with sharp curves at enormously rapid speeds. But have you ever thought about what it might be to ski down the same slopes, at over 60 miles in step with an hour, while you have three percent of your vision? Menna Fitzpatrick, an 18-year-old visually impaired Para alpine skier, reviews whenever she units off down a mountain. Now, thanks to a clever Instagram account (@SeeLikeMenna) from Toyota, fans can genuinely consider what it wants to teach for the Paralympics.
Toyota worked with Saatchi & Saatchi, Dentsu, and Archer’s Mark on this most recent mission, using a percent vision filter to give viewers a feel of what Fitzpatrick’s life is like. The Instagram account features numerous snapshots; however, the movies are stunning. In the one’s quick clips, viewers genuinely experience what being without sight is like. Fitzpatrick’s either speeding down snowy guides with little to no vision or strolling past due at night or early in the morning. You can listen to Fitzpatrick’s sight manual, Jennifer Kehoe, shouting out commands and assisting Fitzpatrick in one post. It’s an attractive, nearly heart-stopping reveal for the viewer and a unique window into the existence of Paralympic athletes.
The social media factor is part of Toyota’s large “Start Your Impossible” campaign, which has been running for a few weeks, with advertisements at some stage in the Super Bowl and the Winter Games. For the Olympics, Toyota created seven new promotions for the campaign, many of which have similar messages of strength and perseverance from athletes with extraordinary backstories. Toyota additionally created a 360-degree immersive video that is enjoyable to watch. There’s also a 60-2nd movie introducing visitors to Fitzpatrick, sans three percent vision clear out.
