Production case studies
VML & Arm — Relajet AI brand film
When global technology company Arm briefed VML to create a spot showcasing Relajet AI, a device that helps users with hearing loss focus on specific sound frequencies, the production required more than authentic casting. It needed disability expertise embedded at every stage.
VML brought in With Not For. Our remit spanned from talent placement and access coordination on set consultancy from concept to post production. We placed deaf actress Sophie Moss as the lead, a musician whose on-screen performance drew directly from her lived experience and also conducted community research to ensure the representation resonated authentically beyond a single individual's story.
On set, we secured the presence of access coordinators to proactively advocate for talent needs which is a practice that remains rare across the industry. Our role extended from initial consultancy through to final delivery, ensuring the project's inclusive intent was realised in practice, not just in principle.
Importantly, the campaign was designed to reach a broad, mainstream audience. Relajet AI isn't a niche assistive product as the technology features across hearing aids, mobile phones, and F1 cars, meaning the ad spoke to the breadth of contexts in which sound and communication matter to everyone.
The result was a production that VML described as a blueprint for how accessibility can be woven into every layer of the creative process, and a first collaboration the agency has committed to building on.
To see more of our case studies on collaborations with Verve x Guinness Six Nations, Motability Operations, It’s Nice That, Coor Down, Ogilvy and more, get in touch below