Invent a
Better N:OW
DuPont
22,464,023 films unique to every viewer’s now.
DuPont innovation has never been more essential than right now. Which meant we couldn’t just make another anthem film; we had to make the nowest film of all time.
Creative Director
2019
How we made it.
We partnered with director John Hillcoat and R/GA Venture company Imposium to create the world’s first hyper-dynamic film that could re-edit itself in real-time.
Every scene was built to reflect viewers’ now, from the time on every clock to the rotation of Earth — even the device being watched on. Character stories changed. The nowest science news was displayed.
Original music by Atticus Ross changed based on the time. Even the narration by ex-NASA astronaut Cady Coleman changed with every view.
During the first 24 hours the film went LIVE as a prototype prosthetic was 3D-printed using experimental DuPont materials. In turn, it was the world’s longest live-streamed commercial on record. And certainly the most NOW.
And now…
High-impact digital buys, print, posters and websites galore.
N:OW Machine at TED2019
We launched at TED2019 with an immersive journey from the oceans to the stars, to see all the places where DuPont makes life as we know it possible.
The Nowists
We created a short film series to uncover the brilliant minds behind DuPont’s most essential innovations.
Unseen Innovation
DuPont innovation is all around us, doing great things for the world, right now. To tell the unknown stories behind the unseen innovations, we created a global film series in partnership with The New York Times.
Campaign Case Study
R/GA NY
Executive Creative Director: Genevieve Hoey
Creative Director: Ryan O’Keefe
Creative Director: Colin Kim
Creative Director: Lars Jorgensen
Creative Director: James Dick
Creative Director: Jason Koxvold
Creative Director: Jason Beeby
Associate Creative Director: Tomas Almuna
Associate Creative Director: Cris Costa
Senior Copywriter: Chris Liu
Senior Art Director: Grace Taylor
Design Director: Chiung Hui Chiu
Designer: Bernise Wong
Executive Producer: Jon Drawbough
Nowest Film
Serial
Director: John Hillcoat
Director of Photography: Adam Arkapaw
Edit: Exile
Editor: Shane Reid
Color: MPC
Colorist: Mark Gethen
VFX: Blacksmith
Original Music: Atticus Ross
The Nowists
Stvdium
Director: Eric Maldin
Director of Photography: Gaul Porat
Director of Photography: Mikey van Beuren
Editor: Eric Maldin
Unseen Innovation
NYT, T Brand Studio
Director: Jake Sherry
Director of Photography: Eric Girgash
Editor: Jake Sherry
Press
Adweek
Muse by Clio
Shoot Online: Spot of the Week
Little Black Book