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.”

The score is based on the track ‘I Am the Greatest (with Marilya Choir)’ by Spinifex Gum. It contains the iconic words of Muhammad Ali, a true great who himself developed a disability later in life - a coincidence which made the track an apt choice for a film featuring our particular cast.

This track was taken back to the stems by cast member Cola Boyy, a DJ, and Producer with Spina Bifida, to create a unique remix in Logic Pro on Mac.

Fellow cast member Matthew Whitaker, a Juilliard-trained jazz prodigy, then improvised over the track in a live performance.

That audio was laid back into the score to form our master track, which was then sung and signed by the whole cast in the final film.