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Apple has unveiled its latest campaign film, “The Relay,” highlighting equity in athletics and showcasing the brand’s accessibility features. Scheduled to debut ahead of the Paralympic Games from August 28 to September 8, 2024, this nearly four-minute film, directed by Derek Cianfrance (known for “Sound of Metal” and “Blue Valentine”), features eight athletes participating in a real-time, four-stage relay race.
The film celebrates the shared determination and sacrifice of all athletes, regardless of disabilities. By documenting the intense training and competitive spirit of these athletes, “The Relay” emphasizes the innovative accessibility technologies developed by Apple, aiming to level the playing field for everyone.
Featuring a diverse cast of competitive athletes from around the globe, including a cyclist with an upper limb difference, a wheelchair racer, a low-vision swimmer, and a blade runner, the film not only raises awareness about Apple’s commitment to inclusivity but also highlights future Paralympic contenders for the 2028 Los Angeles Games.
Credits
Agency: Apple
Production Company: Radical Media
Director: Derek Cianfrance