Apple’s level playing field
Derek Cianfrance directs a powerful spot that showcases the tech giant’s accessibility features, while highlighting the determination of all athletes – with or without disabilities.
Credits
powered by- Agency Client Direct
- Production Company RadicalMedia/USA
- Director Derek Cianfrance
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Credits
powered by- Agency Client Direct
- Production Company RadicalMedia/USA
- Director Derek Cianfrance
- Executive Creative Director Alice Tonge
![](https://d17mj1ha1c2g57.cloudfront.net/v1/X0bbwviPu_29K-1_qcdqt0WrrlY/1024x576%23/80/shotsmag/production/clips/e6c08401-f599-4f1a-9ef8-48744cbf8890/1723717182219.jpg?v=1&quality=80&format=jpeg)
Credits
powered by- Agency Client Direct
- Production Company RadicalMedia/USA
- Director Derek Cianfrance
- Executive Creative Director Alice Tonge
Created by Apple's in-house team and helmed by Derek Cianfrance (Sound of Metal, Blue Valentine) through Radical Media, The Relay sends a timely message of equity as it follows eight athletes competing in a four-stage, real-time relay race.
While competition between athletes with and without disabilities is common, it’s rarely portrayed on screen. This campaign aims to raise awareness about how innovative accessibility tech is being used to create a more equitable playing field for everyone.
The cast is comprised of highly competitive athletes from around the world, some of whom are contenders for the global stage in Los Angeles in 2028. The line-up includes a cyclist with an upper limb difference, a wheelchair racer, a low-vision swimmer, and a blade runner.