DuPont
Invent a Better Now
For over 200 years, DuPont has shaped the world with breakthrough innovations—not by promising a better future, but by inventing a better now.
To launch our Invent a Better Now platform and spotlight DuPont’s latest breakthroughs, we created a film unlike any other: a data-driven anthem engineered to be the nowest film ever made. With 22,464,023 unique permutations tailored to each viewer’s moment in time — including the world’s first livestream embedded in a scripted commercial. It was less a film than a creative and tech flex.
Produced at R/GA
Directed by John Hillcoat
Credits
Featured on
Adweek, Muse by Clio, Shoot Online, Little Black Book
“A Better Now” Non-Dynamic Cut
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.
