The brief was to showcase Apple accessibility features, designed to support people living with vision, hearing, mobility, or cognitive disabilities. The intent was to create a step-change in the representation of disability on screen.

This work would show disability in a new light - progressive, truthful and bold. It was conceived from the start to be a film for people with disabilities, not about them - a new, more authentic approach which led to the cast guiding the creation of the film at each stage of the creative process.

The film follows seven individuals as they go about their days, showcasing Apple accessibility features they authentically use.

It was conceived from the start to be a fresh, bold, and truthful representation of disability - a celebration of ability in everyday moments.

This approach led to the cast guiding the creation of the film at each stage of the creative process. The script was developed from extensive interviews, and the scenarios depict the real-life experiences of the individuals featured.

This is a film not about disabled people, but by them.

The soundtrack features the iconic words of Muhammad Ali (an icon who also developed a disability later in life), which were remixed by cast members Cola Boyy (a DJ/producer with Spina Bifida) and Matthew Whitaker (a blind jazz pianist) into an exclusive score.

On set, a diverse crew, ensured the disabled community was represented behind, as well as on camera.

Just 1% of all advertising globally depicts people with disabilities, despite the fact that over 1 Billion people on the planet have a disability.

This work was designed not just to tackle this inequality, but to flip the gaze of disability representation. Even when those with disabilities are featured onscreen in our industry, they are often backgrounded, marginalised or patronised.

Our approach was different.

This was to be a film by people with disabilities, for people with disabilities.

A film imparting useful product information to an audience who would directly benefit from that knowledge. And to do so in a way that was co-developed with members of the community, ensuring authenticity at every turn.

Forbes subsequently claimed: “The salient point is Apple is overtly advertising a disabled person’s basic humanity… Apple understands disabled people use technology too, to work, play, and shape internet culture like everyone else.”

“The Greatest”, a film showcasing this ongoing commitment to accessibility, launched for International Day of Persons with Disabilities on December 3, 2022.

The film was placed across both Apple-owned and paid channels. Paid included digital video as well as broadcast TV spots during the NFL Playoffs.

The work also ran on Apple websites around the world.

The Greatest immediately captivated consumer attention at launch - gaining over 17 million YouTube views in just the first week of release. Additionally, an Audio Described version of the film - which deepened the connections to the accessible community - has seen a further 333,000 views to date.

The film received an overwhelmingly positive reception. Social commentary indicated an increased understanding of Apple accessibility features within the disabled community and amongst the wider public too. Both the film and the unequivocal pronouncement that accessibility is a human right have gained great traction online and have been heralded as progressive statements in support of disability rights.

The work has been described as “a milestone in disability representation.”