Ahead of the Winter Paralympics, Toyota created an Instagram account that lets the viewer "see" through the eyes of a Paralympic skier.
@SeeLikeMenna follows Menna Fitzpatrick, taking you on her journey as she trains to compete in her first Paralympic Games. The account is posting 360-degree video illustrating what it's like to ski down the steepest slopes at over 100 km per hour with only three percent vision.
The entire campaign was created in collaboration between Saatchi and Saatchi, Dentsu and Archer's Mark, the production company behind Bafta-nominated feature "Notes on Blindness." The team worked with the Royal National Institute for the Blind in London and a team of ophthalmic consultants, together with Fitzpatrick and her sighted guide Jennifer Kehoe, to create visual impairment "filter" in order to convey her perception of the world as accurately as possible.
In an effort to further demonstrate the varying degrees of visual impairments, the 360-video also includes Paralympic athletes Marek Kubacka from Slovania and Maciej Krezel from Poland.
@SeeLikeMenna is part of Toyota's "Start Your Impossible" campaign, which kicked off in October and aims to position the brand as a mobility company whose goods and services extend beyond cars. Other activity for the Winter Olympics has included a film about Canadian Paralympic skier Lauren Woolstencroft.