POSITIVE

Caleb McDuff is a deaf motorsport driver who at just 16 years old, became the first deaf driver to win a race in the Britcar Trophy Championship. Although he now uses cochlear implant technology, he learnt to drive in complete silence. This unintentional flow state became his competitive advantage. 

Now, Caleb needs sponsors in order to continue racing competitively. Hijinks partnered with The Sweetshop & The Gardening Club AI studio to create a film that tells his unique story. Our campaign, “Fuelled by Silence”, dramatises how Caleb learnt to adapt to his disability by showing him driving in the quietest parts of the universe. 

We brought together a blend of picturesque AI generated scenes and archive racing footage from Caleb’s driving career to paint a picture of what it’s like to compete as a deaf driver in the loudest sport in the world. 

This story of determination and inclusivity is completed with Caleb’s own narration, telling his story and inspiring a new generation of drivers.  

Like Caleb, this film pushes the limits of what’s possible using the latest AI production techniques to tell a very human story. Alongside the cinematic 90” film are additional social cutdowns and OOH placements.