‘’Joyride’ helped Amazon achieve its highest Q4 Holiday sales of all time with $170 billion in sales (a 14% increase from the previous year). It was also named World’s Most Effective Ads by System 1, earning over 1 Billion earned impressions, and $30 million in earned media spend. Earned Media and Over 1 Billion Earned Impressions.

Those with speech loss often rely on proxy voices to speak on their behalf. Many depend on text-to-speech readers which sound robotic and unnatural. Providers and family often also speak for those without their own physical voices. Apple's Personal Voice recreates a user's voice instead, so they can continue to speak in a voice that sounds like their own, enhancing autonomy and self-determination.

Magical technology needs magical storytelling. Apple’s Personal Voice technology addresses a critical need for millions globally who face the risk of losing their ability to speak due to various medical conditions. The Lost Voice, released to coincide with International Day of People with Disability, is a deeply touching and narratively engaging film that highlights the transformative impact of the technology, and stars disability advocate and physician Tristram Ingham who has a rare form of muscular dystrophy called facioscapulohumeral muscular dystrophy.

To raise awareness of Apple's new assistive technology for those with speech loss, Personal Voice, we focused on an intimate use of the human voice - telling a bedtime story. ‘The Lost Voice’, depicts the tale of a young girl and her magical friend, as they search for his missing voice, before revealing the story to be narrated by a father to his daughter using Personal Voice. It features a genuine user of the technology whose Personal Voice was authentically used to create the narration.

The director wanted to create an emotionally resonant fantasy film that blends elements of whimsy and realism. Everything about the film had to immerse us in the world and make us feel like we are watching a really cool short film adaptation of a children’s story we’ve never heard of. When designing the world, he wanted to play a cinematically heightened storybook fantasy, the environments have a surreal edge but feel like they exist.

The director wanted people to feel empathy and joy, and to believe in the characters and the story. This allowed for a simple but earnest ending. The emotion wasn’t forced and we let the quiet reality of the moment do everything. The story we’ve been so invested in is the story of a father who has been given the profound ability to connect with his child in such a simple way.