On TikTok, we started a trend inviting people to duet a video of the film’s lead, Emilia Jones, singing Joni Mitchell’s “Both Sides Now,” signing the lyrics in ASL.
APPLE TV+
CODA Duets
to create the first-ever playlist curated by Deaf people. The campaign was multi-platform and we even created a promo piece for the playlist with Deaf actor Troy Kotsur and Deaf dancer Shaheem Sanchez to explain how Deaf people experience music.
We collaborated with the DEAF COMMUNITY
No matter how music is experienced, the brain processes it in the same way for Deaf and hearing people alike.
(HOVER)
"Growing up with a parent who is very hard of hearing, I learned at a young age that
THE EXPERIENCE OF MUSIC AND SOUND
goes beyond just what you can hear..."
THE EXPERIENCE OF MUSIC AND SOUND
A PLAYLIST CURATED BY DEAF PEOPLE CASE STUDY
A PLAYLIST CURATED BY DEAF PEOPLE CASE STUDY
we garnered over
10 BILLION VIEWS.
Calling on one of TikTok’s under-represented communities to share their love of music, we garnered over 10 billion views.
Calling on one of TikTok’s under-represented communities to share their love of music . . .
A PLAYLIST CURATED BY DEAF PEOPLE
A PLAYLIST CURATED BY
DEAF
PEOPLE
A PLAYLIST CURATED BY
DEAF
PEOPLE
PROJECT ROLE: SENIOR CREATIVE FOR CODA
We created Apple’s most accessible and inclusive campaign for the award-winning Sundance film CODA, which is the story of Ruby, the only hearing member of a deaf family. The film won best supporting actor and best picture at the Oscars. One of our big ideas for the campaign, “A Playlist Curated by Deaf People,” won 2 Bronze Lions at Cannes.
APPLE TV+ CODA
A playlist CURATED by DEAF PEOPLE
