Tommy Hilfiger 's new campaign for its accessible clothing line, Tommy Adaptive, sets out to portray people with disabilities in a truly positive and inspiring light. But it also practices what it preaches--it was helmed by a legally blind director.
The digital campaign, created by Possible, features direction by James Rath. Newly signed to Humble, he's an educator, activist, YouTube star and filmmaker born with Ocular Albinism and Nystagmus, conditions that left him legally blind. His previous work includes a spot for Apple, "How Apple Saved My Life,” which highlights that brand's accessibility features.
Rath's new work is the first major campaign for the Tommy Adaptive collection, which Tommy Hilfiger debuted in 2017. It's designed to help people dealing with mobility issues, missing limbs, and other disabilities that make it difficult for them to dress themselves, with features such as magnetic closures and one handed zippers.
The 60-, 30- and 15-second ads feature an array of people describing how their disability, rather than being a negative, makes them unique and "dope." They include Gavin McHugh, a little boy with cerebral palsy who surfs; hip-hop dancer and amputee Dmitry Kim, Mia Armstrong, a six-year-old girl with Down's syndrome; Hunter Brown, an opera singer with autism, and Jacob Santiago, a skateboarder who is visually impaired. The full-length spot also includes descriptions of what's on screen, for the visually impaired.
“In our first project together, Humble connected me with a brand that shares my values and let me tell their story in a way that’s authentic to my voice and vision, which was a dream come true and resulted in a really special spot for the Tommy Adaptive line," said Rath in a statement.