The Special Olympics World Games campaign.

Client: Toyota

Project roles: UX, design, development, art direction

Project overview

Finding inspiration in the official “Circle of Inclusion” theme for the 2015 Special Olympics, the digital campaign was driven by a user generated content hub, displaying posts leading up to, during, and after the games from the major social media platforms using the hash tag #ShareTheJourney. Users could tweet support for their local athletes, follow the journey of the Olympic torch, read the personal stories of the athletes themselves, and participate in the revealing of digital murals throughout the games (as a digital compliment to the physical murals completed in the host city, LA).

Core tasks
  • Craft a user experience that aggregated and showcased content from all major social media platforms on a single content hub
  • Encourage participation and support for the games
The Toyota Flame of Hope journey

Hometown heroes

Users were able to “Cheer for their heroes” by finding athletes in their zip code and sharing support for them across Twitter and Facebook.

Toyota Hometown Heroes
Toyota Hometown Heroes with dropdown


  • 1.2bn

    Media impressions

  • 33,000

    Visits during the games

Toyota responsive design

Curated articles

In addition to showcasing content from social media platforms, athlete interviews and stories give readers the opportunity to learn more about the competing athletes.

Toyoyta article layout

Digital murals

As an accompanyment to the physical murals being created across the host city of LA, a series of online digital murals gave users not physically at the games a chance to participate. Starting as abstract shapes and colors, the murals were revealed over time by users tweeting the hash tag #ShareTheJourney. The murals were then shared across Twitter and Facebook.

Digital murals
Digital murals process

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