Caption
with Intention
For over 50 years, captions were static—monotone, mistimed, emotionally flat.
For the Deaf community, that meant missing more than words: they missed rhythm, identity, and tone. A tool used by millions was never designed to carry emotion.
That’s why we created Caption with Intention — a new captioning system where every detail serves a purpose. Typography was chosen for clarity and flexibility. Colors distinguish characters and support storytelling. Subtle animations sync speech in real time. A variable type system reflects volume and pitch—whispers shrink, shouts swell, deep voices grow bolder.
Validated with Deaf participants over 10 months, Caption with Intention codifies emotion into automated captioning—introducing a new standard where accessibility and emotion finally meet.
Office:
FCB Chicago
The system transforms captions
into a responsive design language:
• Word-by-word synchronization through dynamic animation
• Typography that shifts in size and weight to reflect tone, volume, and mood
• Color-coded text for instant speaker attribution
Every design choice was made to preserve emotional integrity while maximizing clarity and legibility. Built around a carefully selected variable typeface, the system breathes with the performance—capturing not just what’s said, but how it’s said.
From typography to timing, color theory to emotion,
every element was intentional.
We chose the typeface for clarity, screen legibility, and flexibility across size and weight, and global availability.
Color was used to identify characters, plotted using color-theory to avoid confusion and support storytelling hierarchy.
Animation provided real-time speech synchronization, with a subtle “pop” to guide the eye. A variable type-system
conveyed volume and pitch, allowing tone to be felt. Whispers shrank, shouts swelled, lower voices got bolder.
The implementation included
a 10-month testing process
with the Deaf community,
using stimulus surveys and
in-person sessions to refine emotional clarity, timing,
and character attribution.
Working with the Chicago Hearing Society, an organization that has provided access and support services for the Deaf, DeafBlind, and Hard of Hearing community since 1916, various forms of captions were applied to acclaimed films. Every aspect was built to turn captions from passive text into an immersive, real-time connection to story and character.
Developed with the Chicago Hearing Society, the system not only solved long-standing captioning challenges—it invited a new audience to fully experience film.
Honored with an Oscar
at the Academy Sci Tech Awards for its contribution to accessibility and inclusion and technical achievement.
Included in the Oscars® 2026 Submission Rule Book, making it the Official Standard for all movies that are being submitted to the Oscars®. That rule drives the whole industry to adopt this new system.
Recognitions:
Cannes Lions // Titanium
Cannes Lions // Grand Prix //Brand Experience & Activation
Cannes Lions // Grand Prix // Design
Cannes Lions // Grand Prix // Digital Craft
Cannes Lions // Gold //Entertainment
Cannes Lions // Gold // Innovation
Cannes Lions // Gold //Digital Craft
Cannes Lions // Silver // Brand Experience & Activation
Cannes Lions // Silver // Entertainment
Cannes Lions // Bronze // Brand Experience & Activation
Cannes Lions // Bronze // Creative B2B
3x Cannes Lions // Shortlists // Design
2x Cannes Lions // Shortlists // Entertainment
2x Cannes Lions // Shortlists // Digital Craft
2x Cannes Lions // Shortlists // Creative B2B
Cannes Lions // Shortlist // Innovation
