As part of their largest structural reinvention to date, DuPont wanted to reinvigorate their internal and external audiences with an optimistic message from a unique point of view. Invent a Better Now became a rallying cry and a call to action. To tackle the big problems, using science as our foundation.
Invent a Better Now :60
Director: John Hillcoat, Serial
DP: Adam Arkapaw
Editor: Shane Reid, Exile
Music: Atticus Ross
Colour: Mark Gethin, MPC
Director: John Hillcoat, Serial
DP: Adam Arkapaw
Editor: Shane Reid, Exile
Music: Atticus Ross
Colour: Mark Gethin, MPC
At the centre of the campaign was a revolutionary commercial, exploring DuPont’s role in shaping different nows around the planet — and in space. The dynamically-driven film, which ran on the New York Times, combined data from the viewer’s location, time of day, live news headlines, and video feeds from cameras at DuPont facilities to make each viewing experience different, with a total of 22,464,000 possible permutations.
We launched the campaign at TED2019 in Vancouver with the Now Machine, an immersive pod, inviting thought leaders to take a seat on a journey from the oceans to the stars, to see all the places where DuPont enables life as we know it.
The global relaunch of a company with 54,000 employees needed a lot of supporting materials, from printed countdown calendars to be installed in airgapped facilities, to a screensaver to keep employees informed — all in multiple languages.
