DuPont

Introducing the world to the new DuPont with a site and a campaign as inventive as the brand’s innovations.    

After several years of mergers and complex separations, DuPont came to R/GA to help relaunch their 217- year old brand. They had not advertised in over two decades and wanted to claim thought leadership in innovation. 

Our ambition wasn’t just to raise awareness for DuPont innovations, but to restore a rational optimism about the future, by celebrating DuPont innovations happening right now. “Invent a better now” was both our communication platform and our consumer facing line. Everything we did hung off of the now. Helping people be in the present and optimistic about the now. One of the ways we did this was to create the most “now” film ever that is personalized for every viewer based on when, where and how they are watching.  The work featured a first of its kind digital film which seamlessly integrates dynamic video and live stream featuring the many ways DuPont materials are a part of our lives. The film asks, why wait for a better future when “now” is the most important moment.

All work drove to a newly designed DuPont.com that highlights the most innovative pursuits the company is working on. My role was Co-ECD with my creative partner Gen Hoey.