Mastercard's 'TOUCH', Australia's first motion picture without pictures, is making waves in the film industry and beyond.

The film, produced by Mastercard's agency partner Howatson+Company, with earned media strategy and delivery led by Eleven PR, and social strategy and execution handled by We Are Social, is now being taught in film schools and has entered the international film festival circuit.

The film was developed in partnership with Westpac and created solely through Dolby 7.1 sound, without images or audio descriptions, to cater to audiences who are blind or have low vision. Directed by Tony Krawitz and sound mixed by Wayne Pashley, the film saw contributions from filmmakers, composers, sound engineers, writers, actors, and consultants from blind and low vision communities worldwide.

Inclusive filmmaking organisation, Bus Stop Films, consulted and supported the production, securing members of the blind and low vision community in roles across every department. The film premiered at Westpac OpenAir cinema on 13 February 2024 to a sold-out crowd of over 600 moviegoers. All ticket proceeds from the premiere went to Blind Citizens Australia.

Mastercard partnered with Humanitix for an accessible box office experience, and with Guide Dogs Australia and Bindi Maps to ensure venue accessibility.

Mastercard also commissioned new research to understand growth areas in film and entertainment, finding that 81% of Australians who are blind or vision impaired believe the film and entertainment industry has the power to be the most inclusive and representative.

'TOUCH' has garnered global media attention, with over 150 articles published to date, reaching a combined audience of 72 million. Film schools, including AFTRS, have incorporated 'TOUCH' into their curriculum, providing future filmmakers with a blueprint for more inclusive productions.

"The TOUCH film represents an important step in Mastercard's multi-sensory journey, embodying its commitment to inclusion. Collaborating closely with key stakeholders, alongside blind and low vision crew members and inclusion partners, Mastercard navigated uncharted territory to create a powerful cinematic experience. The journey continues as Mastercard strives to listen and engage with the communities it serves," Mastercard Executive Vice President and Head of Marketing and Communications, Asia Pacific, Julie Nestor, said.

"Working with Mastercard and our incredible production partners, we reimagined how a film can be created for everyone, including people who are blind or have low vision," Executive Creative Director at Howatson+Company, Gavin Chimes, continued.

"From an original audio-first screenplay to Dolby Atmos sound design to cinematic scores composed by members of the blind and low vision community, we pulled out every stop to create an immersive film unlike any you've seen before."

CEO of Blind Citizens Australia, Deb Deshayes, commented, "It's crucial to have entertainment that not only considers people who are blind or vision impaired, but also involves them in the whole development process. To have a film like TOUCH is an important step towards building a more inclusive future that will allow 500,000+ Australians to enjoy content like everyone else."