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.

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 significant traction online and have been heralded as progressive statements in support of disability rights.