For over 200 years, DuPont has invented some of the world’s greatest innovations, and transformed the way we live.
They don’t rely on the promise of a better future — they’re inventing a better now.
To launch our new Invent a Better Now platform, and showcase DuPont’s latest innovations, we created a groundbreaking, anthem film that pushed the limits of craft and dynamic data to make the nowest film of all time.
22,464,023 film unique permutations were made for every viewer’s now, which included the world’s first livestream in a scripted commercial.
DuPont
Invent a Better Now
Produced at R/GA
Directed by John Hillcoat
Featured on
Adweek, Muse by Clio, Shoot Online, Little Black Book
“A Better Now” Dynamic Anthem Film
We paired R/GA innovation company Imposium with director John Hillcoat to create the world’s first hyper-dynamic film that re-edited itself in real-time using multiple contextual data inputs.
Elements in every scene were designed to reflect viewers’ now, from clock readouts, news headlines, quality of sunlight, the rotation of Earth — even the device being watched on. Narration by ex-NASA astronaut Cady Coleman changed with every viewing. Even the original music by Atticus Ross changed based on time of day.
During the first 24 hours, we 3D printed a prototype prosthetic hand using experimental DuPont materials, making our film the first-ever to feature an integrated livestream, as well as making it the world’s longest live streamed commercial on record.
