Closed captioning has been a lifeline for millions, but it hasn’t exactly kept up with the times. For years, captions have shown up as plain white text at the bottom of our screens, missing out on the emotional cues and nuances that make stories come alive. Now, a new approach called “Caption with Intention” is stepping up to fill in those gaps, and it’s already turning heads in the film and TV industry.
What’s Different About “Caption with Intention”?
Traditional captions often fall flat when it comes to capturing the full experience of a show or movie. Here’s where “Caption with Intention” shakes things up:
- Animated Text: Words can move, grow, or shrink to match the speaker’s tone.
- Color and Typography: Different colors and fonts help show emotion, urgency, or even sarcasm.
- Speaker Identification: It’s easier to tell who’s talking, especially in group scenes.
- Better Timing: Captions now match the pace and rhythm of the conversation, making it feel more natural.
These changes might sound simple, but they add up to a much richer experience for viewers who rely on captions. It’s like going from black-and-white TV to full color.
How Did This All Come Together?
The project is the result of teamwork between FCB Chicago, the Chicago Hearing Society, and Rakish Entertainment. They didn’t just brainstorm in a vacuum, either. They worked closely with people who are Deaf or hard of hearing, gathering feedback and making improvements along the way.
- Open Source: Anyone can use this system, from big studios to small content creators.
- Community Input: Real users helped shape the final product, ensuring it actually meets their needs.
- Industry Recognition: The Academy of Motion Picture Arts and Sciences is backing the system, which could help it become the new standard.
Why Does This Matter?
For many, captions aren’t just a convenience, they’re essential. Yet, the old way of doing things left a lot to be desired. Imagine watching a suspenseful scene but missing out on the tension because the captions don’t capture the rising voices or the dramatic pause. That’s where “Caption with Intention” comes in, bringing viewers closer to the heart of the story.
Here’s what makes this approach stand out:
- Accessibility: It’s about more than just words on a screen. It’s about making sure everyone can feel the story.
- Inclusivity: By listening to the community, the creators made something that truly serves its audience.
- Potential for Widespread Change: With the system being open source, it’s ready for anyone to try.
Looking Ahead
As streaming platforms and studios look for ways to be more accessible, “Caption with Intention” could be the breath of fresh air the industry needs. It’s not just about ticking a box, it’s about making sure everyone gets to enjoy the full experience, no matter how they watch.
Citations:
- Diament, M. (2025, May 6). To improve accessibility, closed captioning gets an overhaul. Disability Scoop. https://www.disabilityscoop.com/2025/05/06/to-improve-accessibility-closed-captioning-gets-an-overhaul/31440/
- FCB Chicago. (2025, May 19). Dynamic Captioning Systems: Caption with Intention. Trend Hunter. https://www.trendhunter.com/trends/caption-with-intention
- Caption with Intention. (n.d.). Captioned With Intent [Official website]. https://www.captionwithintention.org
- FCB Chicago. (2025, May 5). Caption with Intention: A New Standard in Cinematic Accessibility. Ads of the World. https://www.adsoftheworld.com/campaigns/caption-with-intention-a-new-standard-in-cinematic-accessibility
- Reel Chicago. (2025, May 2). New caption accessibility system redefines how deaf audiences experience movies. Reel Chicago. https://reelchicago.com/article/new-caption-accessibility-system-redefines-how-deaf-audiences-experience-movies/
- LBBOnline. (2025, May 12). Behind the Oscar-winning caption revolution. https://lbbonline.com/news/behind-the-oscar-winning-caption-revolution
- FCB Chicago. (2025, May 1). Introducing Caption with Intention: a new captioning system [LinkedIn post]. LinkedIn. https://www.linkedin.com/posts/fcbglobal_captionwithintention-fcbchicago-activity-7323748400393297920-34W-
