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.

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 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.

From the start, it was important for the cinematography to be rich, grounded, and fundamentally human. Chris Blauvelt brought so much life and care to every frame and highlighted the individuality of each person as well as how they interface with technology. Part of the challenge was to tell the story of the phone’s accessibility features in a human way, while still creating a film that is product focused and story led.