A quadriplegic man was challenged to do what seemed impossible: drive a race car using mind control. The film presents Rodrigo Mendes, an activist who’s been a fan of Formula1 since he was a child, but who lost his movements when he was 18. When he arrives at the race track, we see his surprise to see the car that was built for him: just like a F1 car, with the #respect message. In the boxes, a technician explains how the helmet works, connecting his brainwaves to the computer in the car and its mechanical system. Rodrigo tries speeding up and turning left and right. There is great expectation when he finally hits the track and becomes the first quadriplegic to drive a race car with mind control. Letterings reveal the concept "Limits can be overcome. So can prejudice". Everything starts with respect”. The film ends with the website respect.globo.com

Brazil has 45 million people with some disability. 53.8% are out of the work market. These data show we live in a prejudiced society in which disabilities stand out more than capabilities. We need a big idea to show that respect for differences is the bases of equality and barriers imposed by society can be overcome. We invited Rodrigo, a quadriplegic, to drive our racing car with mind control and we have #respect message all over the car and helmet. Rodrigo is the founder of Rodrigo Mendes Institute and a global leader for disability-rights. To make this race possible, we built a special car adapted to his conditions and developed an hybrid technology combining EEG brain powered scanner, steering algorithm and track mapping. We took advantage of Brazilians’ passion for Formula 1 to launch the film during the broadcasting of the opening season with the most famous sportscaster in Brazil.