I was lucky to be thrust into the center what was described as "The world's first 24-hour live-streamed anthem film with a hyper-dynamic scripted narrative" mid-production. Yep!
Why? DuPont had asked R/GA help relaunch their brand. Being that both R/GA are innovative shops, it couldn't just be another anthemic film, but rather something new, like a fully-scripted, John Hillcoat-directed, a hyper-adaptive film with time as its narrative thread.
Using dynamic data inputs and video integrations, the film changed to reflect every viewer's now. Clocks match the current time; music and scenery reflect the time of day; devices match viewers'; Earth pinpoints viewers' location; headlines serve current news, and the voice-over of Cady Coleman (ex-NASA astronaut featured in the film) acknowledges viewers' time and device.
For every viewer to experience their now, we created 1,872,000 unique video files, enabling 22,464,000 possible dynamic permutations. The message is clear: DuPont doesn't wait to make a positive impact on the world. They Invent a Better Now.
My role: Creative and CD-like-helper
ECD: Genevieve Hoey
CD: Ryan O'Keeffe
Creatives: Colin Kim & Chiunghui Chiu & Chris Liu & grace Taylor & Jason Koxvold & todd Beeby & Tomas Almuna & Cris costa & so many, many more
Ep: Jon Drawbaugh
Dir: John Hillcoat @ serial
Edit: Shane Reid @ exile
Music: Atticus Ross