Standing on the Shoulders of Giants: ASML’s Cinematic Tribute
In the awe-inspiring realm of technology, ASML stands as a beacon, inspired by the giants who laid the foundation for innovation. This new ASML campaign, titled ‘Standing on the Shoulders of Giants,’ pays homage to visionaries like Gordon Moore, Gerard Philips, Ada Lovelace, and the venerable Isaac Newton. Let’s delve into this cinematic journey, exploring ASML’s unique position and its commitment to pioneering a positive future.
Drawing from the Wisdom of Giants: ASML’s Vision Unveiled
The campaign draws inspiration from Newton’s timeless quote, “If I have seen further, it is by standing on the shoulders of giants.” ASML recognizes the transformative power of technology over the last four decades, shaping our world and fueling the curiosity of the human mind. This film, a collaboration between LePub and director Rune Milton Olsen, becomes a canvas of imagination, employing CGI, AI, and cutting-edge techniques to weave a visual tapestry of ASML’s journey.
AI, CGI, and Innovation: Crafting the Cinematic Masterpiece
LePub’s collaboration with director Rune Milton Olsen led to the fusion of CGI, AI, and innovative film techniques. The film’s unique approach features AI processing applied to every frame, creating a digital time-lapse that unfolds the evolution of innovations, dreams, and accomplishments. Unseen before in generative sequences, this method adds depth and character to each frame, creating a visual spectacle that mirrors ASML’s distinct voice.
The film’s creation involved 1,963 Midjourney prompts, resulting in 7,852 meticulously crafted images. The rendering process, executed by over 900 computers, covered 25,957 frames at 1,000 MB per frame. Notably, the challenging scene depicting Isaac Newton and his apple among the planets required more than 20 attempts and produced over 9,800 frames, showcasing the dedication to perfection in this cinematic endeavor.
A Cinematic Masterpiece Unveiled: ASML’s Extraordinary Journey
This film is not merely a visual feast; it is a tribute to ASML’s incredible journey. Launched at ASML’s annual all-employee event, the film serves as an inspiration for its team and transcends borders with localized versions for Japan, China, Taiwan, Korea, and Germany. ‘Standing on the Shoulders of Giants’ encapsulates the essence of technology, innovation, and curiosity, reaffirming ASML’s commitment to shaping the future.
Published in February 2024: Witness the Fusion of Art and Technology
Explore the fusion of art and technology as ‘Standing on the Shoulders of Giants’ unfolds its mesmerizing narrative. Published in the Netherlands, this Film medium campaign invites you to witness ASML’s dedication to pushing the boundaries of innovation and standing tall on the shoulders of giants.
