Apple’s magnificent seven
This inspiring spot for the tech brand celebrates how its accessibility functions have aided the incredible accomplishments of seven people living with disabilities.
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Launching ahead of the UN’s International Day of Persons with Disabilities on 3 December 2022, this film follows a group of talented people as they go about their days generally smashing it.
Created in-house and directed by Kim Gehrig through Somesuch, The Greatest reframes the concept of disability, depicting how people with impaired vision, hearing, mobility or cognitive function can achieve remarkable things, particularly with the support of Apple innovations like Door Detection, Sound Recognition, Voice Control and more.
It is a wonderful portrait of courage and positivity, greatly enhanced by the track I am the Greatest, which uses lyrics from the speeches of the legendary Muhammad Ali, who himself became an advocate for disability after developing Parkinson’s late in life.
Based on a recital of Ali’s iconic words by Spinifex, the track was then remixed by music artist and producer Cola Boyy, with added improvisations by jazz pianist Matthew Whitaker. The resulting collaboration is woven throughout the fabric of the film.