Kirk Jones says he approached I Swear with a clear and simple intention. He wasn’t aiming to create a blockbuster — even though the film has gone on to enjoy strong box office success across different parts of the world. Awards weren’t his focus either — despite the film picking up three unexpected wins at this year’s BAFTA Film Awards.
And it definitely wasn’t about targeting Canadian theatres — although the Tourette syndrome biopic first earned rave reviews at the 2025 Toronto International Film Festival and is now set for its Canadian theatrical premiere this week. Instead, Jones says his priorities were much more personal.
“My overriding ambition was always to make John Davidson proud of the film,” he told CBC News, referring to the Scottish man whose life story the movie tells.
“But secondly, it was to make sure the Tourette’s community was proud of the film. And judging by the reaction, that’s definitely the case.”
That reaction seems to support his belief. The film traces Davidson’s journey from his childhood diagnosis and the social isolation he faced, to a gradual acceptance in society — even earning recognition from the Queen for his efforts to raise awareness about the condition.
By showing the many misunderstandings he endured, the film strongly highlights that the physical and verbal tics caused by Tourette syndrome are beyond a person’s control — and that the discomfort others feel often comes from a lack of awareness about the condition.
Jones has already seen how the film is making a real difference. One prison officer shared that after watching I Swear, he recognised the condition in an inmate and helped him get the treatment he needed. In another case, a shy young boy with Tourette syndrome found the confidence to return to soccer practice after his teammates watched the film and became more understanding.
The impact has also been visible in numbers. Website traffic for Tourette’s Action has surged by over 300 per cent, while Tourette Scotland received nearly a sixth of its usual annual donations in just one week following the film’s BAFTA win.
Despite the overwhelmingly positive response, bringing the film to life wasn’t easy. Jones first learned about Davidson through the 1989 documentary episode John’s Not Mad, and returned to the story more than 30 years later.
To gain Davidson’s trust, Jones had to reassure him that this project would be different from past media appearances, where his on-air tics were often treated as a joke. He did this by giving Davidson control over how his story would be told. Jones even risked his own home to self-finance the film — a bold move, but one that allowed him to retain almost complete creative control.
Media professional and journalist based in British Columbia, Canada. Founder of Studiox Film & TV Corporation, focusing on multicultural news, interviews, and community storytelling across Canada.
