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In recent years, the field of media accessibility (MA) has undergone profound changes and paradigm shifts. Key aspects in these shifts include: a move from particularist accounts to universalist accounts of accessibility (Greco, 2018, 2022; Greco & Jankowska, 2020); others are a move from maker-centred approaches to user-centred approaches, including greater participation of people with the lived experience of disability (Greco, 2018; Romero-Fresco, 2020) and a move away from the post hoc addition of access services after the creative process is finished, to an ab ovo attention to accessibility from the very first design stages of that process. In this paper, we report on the application of these principles in creating an animation video that is as broadly accessible as possible. The video was developed in the context of a research project on inclusive crisis communication. For the development of the video, we adopted a participatory methodology with an iterative feedback loop, in which experts and end-users were asked to provide their feedback during every design phase, which was evaluated and taken into account during the subsequent phases. The results showed that including users in the development process and considering accessibility from the start is feasible and has considerable advantages. On the other hand, using a universalist approach that considers different access modalities at the same time in one single product poses considerable challenges. Lay summary The field of media accessibility (MA) is currently undergoing various fundamental changes. People working in the field have started to realise that MA services should no longer exclusively target one specific target group but should actually serve the entire population. At the same time, there is a growing awareness that accessibility should not merely be an initiative taken by the maker, but that end users should be included in the creative process to guarantee the end product serves their concrete needs. Finally, both experts in MA and users of MA services advocate that accessibility should be considered from the very first design stage rather than being added as an afterthought once the (audiovisual) product is completely finished. However, to date, very little research has been done to study how these essential shifts play out in practice. In the present paper, we report on the application of these new principles in the creation of a fully accessible animation video that was developed in the context of a research project on inclusive crisis communication. We made sure that accessibility was taken into account from the very beginning, and we included end-users of the various access services (including easy language, audio description, subtitling and sign language interpreting), gathering and implementing their feedback in every stage of the design process. The results showed that considering access from the start and including end-users in the development process is definitely feasible and offers various advantages. On the other hand, combining various access services in a single product to make it fully accessible poses clear challenges, and the solutions implemented to solve them are sometimes conflicting or even mutually exclusive.