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Chicago Hearing Society — Caption With Intention FCB, Chicago

by Daniel Ingvartsen
Jun 18, 2025
in Goodvertising
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FCB Chicago, in close partnership with the Chicago Hearing Society (CHS) and core creative partner Rakish Entertainment, has introduced Caption with Intention—a groundbreaking new caption design system created to transform how Deaf and Hard of Hearing audiences experience film and television. Unlike traditional captions, which have remained largely unchanged since the 1970s, this system uses animation, color, and variable typography to convey not just dialogue, but emotion, tone, and pacing.

Over the course of nearly a year, FCB and CHS collaborated closely to research, prototype, and test dozens of caption variations using iconic scenes from acclaimed films. Through in-person sessions, remote feedback, and real-time design refinements, the system was built with and for the Deaf community—addressing key shortcomings like speaker attribution, synchronization, and intonation in a way that hadn’t been done before.

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“We brought together a diverse group of Deaf and Hard of Hearing people, whose lived experiences and expertise guided the team in shaping a system designed to serve our community and beyond. Centering Deaf perspectives was essential to ensuring the authenticity of this new caption design system,” says Karla Giese Coordinator of Training and Education, CHS.

Please visit fcb.com for more



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