Caption

On-screen text carrying the spoken word and more. Written for silence, and now watched by most.

Captions began as accommodation and became the default reading mode: most feed video plays silent, and the caption is the soundtrack's ambassador to the muted world. It carries dialogue, and increasingly tone, pace and emphasis, written rhythm standing in for spoken.

Watched by most changes the design brief: captions are now primary typography, set with the same care as any headline, timed like editing, placed where no crop will eat them. A film that only works with sound on has, in most contexts, chosen not to work. We write and set captions as part of the piece, not as an export step.