Apple has unveiled No Frame Missed, a powerful new campaign from TBWA\Media Arts Lab LATAM that highlights the transformative role of technology in accessibility. Shot by director Renato Amoroso, the documentary-style film follows four real individuals living with Parkinson’s disease as they rediscover the ability to capture life’s moments with the iPhone 16 Pro.
At the heart of the campaign is Action Mode, a feature that stabilizes video even in challenging conditions. For filmmaker Brett in Cornwall, diagnosed with Parkinson’s at 37, it meant picking up his camera again. The film captures him recording his son Dexter’s first bike ride — his first steady video since his diagnosis.
In upstate New York, Marie and her mother Bette, both living with Parkinson’s, use the iPhone to celebrate life milestones. Bette creates a heartfelt birthday film for her 94-year-old mother, a gift made possible by the device’s stabilizing and accessibility tools.
The campaign also shares the story of Ellen, a Brazilian creative in New York City, who used Voice Control alongside Action Mode to record her partner Renata’s surprise proposal. The footage later became part of their wedding celebration, turning a fleeting moment into a lasting memory.
Beyond storytelling, Apple underscores the practical side of accessibility. Alongside the film, the company released a tutorial featuring Brett, showing users how to enable and use Action Mode. The campaign also highlights Voice Control, Touch Accommodations, and the Medications app — tools designed to make iPhone more inclusive for people with physical or motor challenges.
By blending product utility with deeply human stories, No Frame Missed reinforces Apple’s long-standing commitment to inclusive design. The campaign not only markets the iPhone 16 Pro but also reminds the industry what accessibility looks like when it is built into the DNA of a product.
