Apple — The Greatest— Apple / Somesuch; still via D&AD
The Greatest
- Brand:
- Apple
- Agency:
- Somesuch Los Angeles
2023Film
Timeless principle
Demonstrate accessibility through agency, not inspiration.
The idea
Show disabled people using Apple accessibility features to create, communicate and live independently.
Why it works
The users lead the film while the technology quietly removes friction around them. Product features appear in meaningful context rather than as a checklist, and the exuberant soundtrack refuses a solemn tone. Capability is the subject; Apple is the tool.
