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.

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 by 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 diabilities.

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.”

In casting “The Greatest”, we set out to find a diverse group of individuals, representing a wide range of disabilities, spanning cognitive, motor, hearing and speech impairments. We were also keen to find genuine Apple users, who could depict their authentic use of the technology.

Along the way, we interviewed our cast to gain deep, authentic insights into their lives, which then helped inform our final script - including how a deaf mother raises her hearing child, what life is like for a veterinarian with achondroplasia and more.

We also sought contributors to the creation of the film’s soundtrack. The final result unites Cola Boyy, a DJ & Producer who has played Coachella, and Matthew Whitaker, a jazz prodigy who has performed at The Lincoln Center.

The result is a unique portrayal of the ability found within the disabled community. And a film that places its unique cast centre-stage.