THEUNBREAKABLE 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
Concept,
Creative Director
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
For those interested in how it works,
this film takes a deeper look
A closer look at the strategy, creative system, and thinking behind the project.
