DuPont

In 2019, I returned to R/GA to lead and creative direct DuPont’s first advertising campaign in 30 years.

The brand needed reinvigoration, specifically a way to spotlight its distinct material science in a way that felt urgent. So we centered everything on one simple idea: the world doesn’t need more innovation later. It needs it now.

That idea scaled into a year-long integrated campaign. From 22,464,023 dynamically generated films, each tailored to a viewer’s now, to a first-of-its-kind 4D experiential pod at TED.