Team GB x Toyota, The Journey

ROLE: Creative Lead + Director

CLIENT: Team GB + Toyota

The Journey is a four-part docuseries and national campaign following four Team GB athletes, Roxy Milliner, Giarnni Regini-Moran, Andrea Spendolini-Sirieix, and Laura Kenny in the run-up to Paris 2024.

Most Olympic campaigns are glossy, rehearsed, and stylised. We wanted to take a different approach to documenting the unique journey’s of some of the nations olympians.

In a distinctly British way, our approach was quieter, more humble, but no less beautiful. It's a series that put the person behind the athlete into focus by genuinely handing them the stage.

Rolled out across social, OOH, digital, and print, the campaign gave the public a rare, human look at Britain’s best.

Each athlete and I worked to shape their story, letting them become authors of their own films. The results were deeply personal, heartfelt insights into the pressures of a nation, experiences unique to them, the realities of everyday life, and how they found balance.

That ethos extended behind the camera too. Each director and production team was hand-picked to connect with the lived experiences of the athletes. I directed Andrea and Giarnni’s episodes, and worked closely with incredible directors to keep the creative unified yet deeply individual.

What we found was a different kind of sports story. One where honesty and trust revealed that, while the nation’s Olympians have an extraordinary gift, they think and feel just like the rest of us.

Who would’ve thought?