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 to communicate with his team, he learnt to drive in silence; his unintentional flow state that became his unique advantage. 

Earlier this year, he debuted in the 2026 Porsche Carrera Cup and now he needs sponsors in order to continue racing competitively. We partnered with The Sweetshop & The Gardening Club AI studio to create an AI generated film that focuses on Caleb’s unique journey into, and future within motorsport to help him secure these partnerships. 

Our campaign “Fuelled by Silence”, dramatises how Caleb learnt to adapt to his disability, blending existing footage of Caleb’s driving career with AI generated scenes of his branded Porsche in remote, picturesque places such as the depths of outer space. These environments were crafted to showcase the contrast between Caleb’s journey with silence and the fact that he competes in the world's loudest sport, creating something moving and immersive. The story is completed with Caleb’s own VO narrating his determination. 

Alongside the cinematic 90” film are additional social cutdowns and OOH placements. Like Caleb, this film pushes the limits of what’s possible using the latest AI production techniques whilst giving Caleb the attention and outreach that he deserves.