The late FCB Chicago’s groundbreaking accessibility initiative “Caption with Intention” continues to rack up industry accolades, this time earning a Mosaic Award at the 2026 American Advertising Awards (ADDYs).
Presented by the American Advertising Federation during its ADMERICA conference in Austin, the Mosaic Awards recognize work that promotes diversity, equity and inclusion. FCB Chicago’s project was among a select group of campaigns honored at this year’s national competition.
Created in partnership with the Chicago Hearing Society and production company Rakish Entertainment, “Caption with Intention” reimagines how captions are experienced by Deaf and Hard of Hearing audiences.
Rather than simply transcribing dialogue, the system uses typography, animation, color and visual design to communicate emotion, pacing, tone and speaker identity, bringing audiences closer to the filmmaker’s original intent.
The initiative was developed over the course of a year through extensive collaboration with members of the Deaf and Hard of Hearing community. The team tested and refined dozens of prototypes while evaluating how captions could better convey the emotional nuances of iconic film scenes.
“We brought together a diverse group of Deaf and Hard of Hearing people whose lived experiences guided every decision,” said Karla Giese, coordinator of training and education at the Chicago Hearing Society. “Centering Deaf perspectives ensured authenticity.”
The project has emerged as one of the most celebrated accessibility initiatives in entertainment marketing. Earlier this year, it received an Award of Merit from the Academy of Motion Picture Arts and Sciences during its Scientific and Technical Awards, a significant acknowledgment of the system’s potential to influence future industry standards.
The work also swept the 2025 Clio Entertainment Awards, earning Grand Awards in Theatrical Innovation, Public Relations and Design.
Filmmaker Marc Forster, founder of Rakish Entertainment and an Academy member, helped develop the system’s visual language and introduced the initiative to Academy leadership.
The recognition at the ADDYs adds another chapter to what has become a landmark project for both accessibility and entertainment marketing, demonstrating how inclusive design can enhance storytelling while expanding access for audiences often overlooked by traditional captioning systems.
The American Advertising Awards are the advertising industry’s largest competition, with entries advancing through local and regional judging before reaching the national stage. This year’s awards honored work from agencies, brands, production companies and students across the country.
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