Full Production for DuPont’s First of it’s Kind Live Commercial
DuPont has recently launched a new branding campaign tagged “Invent a better n:ow” to position the 217-year-old company as an innovative source of products that transform industries and people’s lives.
The campaign features a first-of-its-kind live commercial that integrates video and live stream to showcase DuPont’s materials (probiotics for gut health, batteries for electric vehicles and medical packaging) and push the concept of “now” to focus on real-time.SOLUTION:
Telescope worked together with R/GA and Imposium on this unique one of the kind live experience. We handled all the production aspects from location scouting to 3D printer research. Live Studio, our award-winning live streaming software, was used to power the shoot.
PUSHING THE BOUNDARIES OF CREATIVITY
The most exciting aspects of this live stream was that it syncs to the viewer’s location to provide a custom, dynamic scenes. For example, the clocks, skies and newspaper headlines update dynamically to give that ‘real-time’ feel.
TWENTY SEVEN HOUR LIVE STREAM FOR GOOD
An integral part of this live stream was a shoot of a 3D hand being printed using DuPont Hytrel. The live stream was filmed for 27 hours in total. This live footage was integrated with the live commercial creating a really immerse video experience.
The stream also included custom on-screen graphics showing the location of the set and how long the printing process has been in action. To fully execute the project Telescope hardwired a separate internet connection, that guaranteed the speed and bandwidth required.
For this part of the campaign, DuPont also partnered with an amazing company called Enabling the Future that creates custom prosthetics for children inspired by superheroes. DuPont is looking to donate a quantity of DuPont Zytel material to the organization, to allow them to produce a much larger quantity of prosthetic hands.
CAMERA, LIGHTING & SET DESIGN
Telescope ran a number of tests to make sure that the 3D printer, light, set design, camera angles and lenses being used are just right. The idea was to make it feel cinematic with ‘it’s happening now’ element.
The event has really helped create excitement and awareness around the rebranding of DuPont. The live stream generated millions of views and kept fans coming back to experience the unique dynamic personalization of the location and time.