In “The Greatest”, we see a group of unique individuals with disabilities (from musicians to a mom, a medical professional and more) go about their days with the assistance of the accessibility features found in Apple devices.

The cast played a core role in the creative process, sharing their personal experiences to ensure a truthful representation of their world.

The work was then crafted to faithfully express that reality - resulting in a film uniquely

conceived, co-created, and scored by the cast themselves.

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.

At its core,"The Greatest" is a celebration of the remarkable people it follows and the role technology can have in helping reduce disability. The primary focus was always on the extraordinary cast and showcasing their experiences with accessible technology. It was important to create an authentic representation of their daily lives while highlighting the empowering role that tech can play. The film weaves together various stories and takes inspiration from both documentary and narrative to highlight the cast’s diverse experiences and maintain a cohesive and single-minded message.

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