Pieter_Claeys  
GroupCreativeDirector/CW



→  SpreadBeats
→  Dreamcaster
→  Blindmeters
→  Are You PressWorthy
→  The Language of Bedwetting
→  School of Football
→  The Unbreakable Twin
→  Sobercoins
→  Tree Correspondents
→  Forests Without Names
→  Video Call Art
→  Behind The Numbers
→  Helpy Hour
→  Come Defrost With Me
→  RockSeeds
→  Letters to Mr. Ailey
→  Focus Lines
→  Happy Ending
→  The Billable Salestalk
→  Probably TEDx
→ Think it, Pitch it
→  Belgian Break
→  FaceTouchers
→  Bad News, Good News


→ About       
→ Awards          
→ Things I learned

Hunter Woodhall is a Paralympic gold medalist. In June 2025, he began a multi-year mission to become the fastest human in the world by breaking an able-bodied world record: Wayde van Niekerk’s 400m. To get there, he partnered with Deloitte, using data and insights to unlock new ways to improve performance. At the start of that journey, a new training method was developed, one designed not just for Hunter, but to change how all athletes train: The Unbreakable Twin.

AGENCY: BBDO NY
ROLE: CONCEPT, CREATIVE DIRECTOR

The Unbreakable Twin is a virtual replica of Hunter Woodhall, designed to simulate his performance across thousands of race scenarios. Instead of relying solely on physical training, it allows Hunter and his team to test ideas digitally. Every adjustment, from blade configuration to race strategy, can be modeled and evaluated without additional strain on his body. It was launched at SXSW 2025. 

Watch a video that dives deeper into the technology here: