Invent a Better Now
The nowest film ever made.
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 integrated campaign and spotlight DuPont’s latest breakthroughs, we created a film unlike any other: a data-driven anthem with 22,464,023 dynamic permutations unique to every viewer’s now.
Creative Direction, Creative, Integrated Campaign
To tell the story of DuPont’s ubiquitous innovations, we made the world’s first-ever hyper-dynamic film. One that reconfigured itself in real time using multiple contextual data inputs.
To pull it off, we paired Imposium, an R/GA innovation company known for data-driven media, with award-winning director John Hillcoat, known for his beautiful, human storytelling.
Every scene was designed to reflect every viewer’s now: clock readouts, news headlines, time of day, rotation of the Earth — even the device the film was being watched on.
Atticus Ross, of NIN fame, created the original score, which changed versions based on the time of day the film was viewed. While the voice over narration by Cady Coleman, the actual NASA astronaut featured in the film, changed to reflect every new view.
And to make it even more now, 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 was the longest live-streamed commercial on record.
