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 Hilcoat
Credits
We paired R/GA innovation company Imposium with director John Hillcoat to create the world’s first hyper-dynamic film. One that re-edited itself in real time using multiple contextual data inputs.
Elements in every scene were designed to reflect the viewer’s now: clock readouts, news headlines, time of day, the rotation of the Earth — even the device the film was being watched on.
Narration by former NASA astronaut Cady Coleman changed with every viewing. The original score by Atticus Ross also changed based on the time of day.
During the first 24 hours, we 3D-printed a prototype prosthetic hand using experimental DuPont materials, making the film the first to feature an integrated livestream, and creating what became the longest live-streamed commercial on record.
