An accessible marketing campaign rooted in community, creativity, and joy
By Simon Miner | From BayLines Express, February, 2026
One of the things I love most about working in digital accessibility is how often it takes me somewhere unexpected. Over the years, that’s meant everything from code reviews and training sessions to advocacy work and storytelling. What I never expected was that accessibility would lead me to writing a jingle, producing videos, and helping shape an inclusive marketing campaign for an assistive technology product. But that’s exactly what happened with Case for Vision.
I first encountered Case for Vision at the CSUN Assistive Technology Conference in 2025. While exploring the exhibit hall, I tried out their stand, a lightweight, articulated iPhone holder paired with a custom app that turns a phone into a hands-free magnifier. It can sit over a receipt, a worksheet, or a menu, and make it easy to watch TV from across the room using a small built-in mirror. With familiar gestures like pinch and swipe, plus quick toggles for high contrast, black-and-white, or inverted colors, it felt thoughtfully designed and immediately useful.
As I explored further, I pulled up the Case for Vision website and noticed a few accessibility issues. I began pointing them out to someone at the booth when the founder, Igor Feinberg, walked over. To my surprise, he said, “I know exactly what you’re talking about.” That moment sparked an ongoing conversation, and soon after, my agency, Pedal Point Solutions, began working with Case for Vision to improve the site’s accessibility.
As our collaboration deepened, I realized just how transformative the product was for me personally. I have nystagmus, which causes my eyes to move involuntarily, constantly shifting my focal point. That means I often have to move my head to follow where my focus lands, which can be exhausting, especially when reading or viewing distant objects. Even with a phone’s built-in magnifier, holding the device steady can be challenging. With Case for Vision, my phone is stable and hands free. That steadiness minimizes eye motion and makes it easier for me to hold focus. It has genuinely changed how I interact with the world around me.
Over time, my professional connection with Igor grew into a friendship, shaped by shared values and a mutual love of music. That common ground opened the door to an idea that neither of us saw coming: giving Case for Vision its own soundtrack.
Somewhere between accessibility reviews and marketing strategy conversations, a melody and a set of lyrics began to take shape. I wanted something upbeat and joyful, something that captured the independence and confidence Case for Vision offers. The lyrics came together quickly:
I’m making a case for vision
I’m breaking it out
I’m loving the newfound freedom
The feeling of watching it all go down
I’m stretching my legs to see ’em
I’m standing my ground
Whether near or far, there’s a Case for Vision
When I shared the song with Igor, he immediately embraced the idea of recording it and using it as part of Case for Vision’s marketing. But it was important to me that this project lived out the principle of “nothing about us without us.” If this song was going to represent an assistive technology brand, blind and low-vision musicians needed to be at the center of it.
Through my network, I connected with Precious Perez, an accomplished blind musician who has performed at the Kennedy Center and for artists like Alicia Keys. Precious didn’t hesitate. She agreed to record the song before even hearing it, simply because she believed in the mission behind it. Her band, Midair Decision, joined the project as well.
To bring everything together, I worked with my friend Tim Bongiovanni at Northgate Studio. I recorded piano and guide tracks, then shared them remotely with the band. Over the course of a week, blind musicians across the country added drums, bass, guitar, and vocals. Tim mixed and mastered the final track, and when I heard it for the first time, I couldn’t stop smiling.
The song became the foundation for a broader accessible marketing campaign. We produced a series of videos highlighting Case for Vision’s products. From the very first storyboard, accessibility was baked into the process. Audio descriptions were written directly into the scripts, and shots were planned with enough space and time for descriptions to fit naturally.
Rather than offering audio description as a separate track, we embedded it directly into the videos to make it easier for blind and low vision users to enjoy the content. My wife, Melanie Konstandakis, recorded the audio descriptions during production to help guide pacing and flow. On set, director Koo Chung worked with a diverse and neurodiverse cast and crew, capturing footage that felt authentic and unhurried. After filming, journalist and accessibility advocate Reshma Iqbal (who is also deaf) collaborated with me line by line to craft precise, well-timed captions.
The result is a set of polished, joyful videos that feel professional without losing their human warmth. They are now being used across social media, conferences, podcasts, and presentations to tell the Case for Vision story in a way that truly includes the community it serves.
Watch the Case for Vision videos on this YouTube playlist.
Looking back, it’s remarkable how a chance meeting at a conference booth led to a friendship, a song, and an accessible marketing campaign built by and for people with disabilities. This work is a reminder that accessibility isn’t just about compliance. It’s about creativity, collaboration, and making space for disabled voices to lead.
Next month, I’ll have the opportunity to share this story, along with practical lessons from the campaign, as part of a training session on accessible marketing at the 2026 CSUN Assistive Technology Conference. Whether through music, video, or design, this project shows what’s possible when accessibility is treated as an opportunity rather than a constraint.
Because whether near or far, there truly is a case for vision.