Cannes Lions
APPLE, California / APPLE TV+ / 2022
Overview
Entries
Credits
Background
Our actors are often using (American) Sign Language during the film and in our pieces to support the film.
CODA made history as the first film marketing campaign made fully accessible for the Deaf community, utilizing open captions in all A/V materials and burned into the film itself, and highlighting sign language in its key imagery and outdoor advertising. CODA set a new entertainment industry standard for accessibility, resulting in 3 Academy Awards including Best Picture.
Execution
Seventeen-year-old Ruby (Emilia Jones) is the sole hearing member of a deaf family – a CODA, child of deaf adults. Her life revolves around acting as interpreter for her parents (Marlee Matlin, Troy Kotsur) and working on the family's struggling fishing boat every day before school with her father and older brother (Daniel Durant). But when Ruby joins her high school’s choir club, she discovers a gift for singing and soon finds herself drawn to her duet partner Miles (Ferdia Walsh-Peelo). Encouraged by her enthusiastic, tough-love choirmaster (Eugenio Derbez) to apply to a prestigious music school, Ruby finds herself torn between the obligations she feels to her family and the pursuit of her own dreams.
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