Apple and TBWAMedia Arts Lab LATAM have launched “No Frame Missed,” an accessibility-focused campaign highlighting how Action Mode and built-in accessibility features on iPhone can help people with Parkinson’s disease and hand tremors share their stories and capture important life moments.
The campaign includes this short film directed by Renato Amoroso via production company 02 Films. The short follows four individuals living with Parkinson’s as they use iPhone 16 Pro with Action Mode and Voice Control features to record steady video. The docu-style film demonstrates how Apple’s accessibility features promote creativity and autonomy for users.
Through the short we meet Brett, a filmmaker who loved playing with cameras but stopped after his Parkinson’s diagnosis at age 37. He re-discovered that love through the use of Action Mode to capture his son riding a bike for the first time. “No Frame Missed” also introduces us to Marie and Bette, a mother-daughter duo who got simultaneous diagnoses of Parkinson’s. They deploy action mode to chronicle a surprise backyard birthday party which the family holds for the 94-year-old Marie. The short also brings us together with Ellen who unexpectedly experiences new-found love and romance with her partner Renata. Action Mode shows Renata’s marriage proposal, footage that is shared at their wedding party.
The campaign underscores Apple’s continuing commitment to accessible technology and demonstrates how mainstream consumer features can serve users with disabilities in substantive, meaningful ways.