As societies become more inclusive, many stories about disability have emerged.
But the truth is, most of these stories are still told through the eyes of able-bodied people.
So, when we were briefed to launch Great CareShield, a new disability insurance plan, in an 'empowering way', we decided to take the brief quite literally. Instead of just casting people with disabilities, we hired them as creatives and put them in charge of the production.
We launched with a making-of video, providing insight into the lives and dreams of our crew and their creative process.
1 week later, we released their masterpiece – a supercharged music video – online and ON free-to-air TV, giving them an audience of over 3.4 million Singaporeans.
