THE UNBREAKABLE TWIN
Using AI to help Hunter Woodhall chase one of athletics' most ambitious goals
Hunter Woodhall is a Paralympic gold medalist. In 2025, he began a multi-year mission to become the first Paralympian to break the able-bodied 400m world record, held by Wayde van Niekerk.
To help him get there, Deloitte developed The Unbreakable Twin, a virtual replica capable of simulating thousands of race scenarios before Hunter stepped onto the track. Every adjustment, from blade configuration to race strategy, could be tested digitally, helping Hunter and his team make smarter decisions while reducing unnecessary physical strain.
Our challenge was to transform a highly technical innovation into a story people could immediately understand. Instead of leading with the technology, we centered the work around Hunter's pursuit of an extraordinary goal.
Client
Deloitte
Agency
BBDO New York
Role
Vice President, Creative Director
Contribution
— Partnered directly with Deloitte's AI scientists to translate complex simulation data into intuitive dashboards, visualizations, and performance insights that athletes, coaches, and broader audiences could easily understand.
— Created the visual system and creative direction that translated insights from 25 million AI simulations into a clear, human-centered story.
— Used generative AI to rapidly prototype visual directions and presentation materials during concept development before collaborating with designers, animators, and filmmakers on the final execution.
— Briefed and directed animators, designers, editors, and filmmakers throughout production, ensuring every creative decision remained scientifically accurate while emotionally engaging.
— Designed and presented strategic client decks that aligned stakeholders around the creative vision and secured support for the next phase of the platform.
BEHIND THE TECHNOLOGY
For those interested in how it works, this film takes a deeper look at The Unbreakable Twin,
from the AI and simulation engine to the performance insights that helped shape Hunter's training.
SUPPORTING BOARDS
Explore the strategy, creative system, storyboards, and design thinking behind the project.
