ASML
Shoulders of Giants
Artificial Intelligence meets
human craftsmanship.
BACKGROUND
ASML supplies the world’s semiconductor industry. Whether you’re reading this from your phone or computer, chances are, your device runs on chips made with ASML technology.
To inspire current employees and attract new talent, ASML needed a brand film which reflects the company’s experimental culture and collaborative values.
THE IDEA
The film concept is based on Newton’s quote “If I’ve seen further than others, it is because I’ve stood on the shoulders of giants” and how ASML technology has helped change the world in the last four decades. It is a homage to the giants of the past, and a powerful statement of ASML’s unique position to pioneer the future.
THE EXECUTION
During the creation process, AI was first asked to create the storyboard. The story was then built in CGI, after which every frame was reinterpreted in AI again. 25, 957 frames and 7852 midjourney images were produced. It took 900 computers. And over 40 pages of prompts. The human teams kept going until they nailed it, learning as they went.
Credits
Global CEO LePub
Bruno Bertelli
Global Chief Creative Officer
Cristiana Boccassini
Chief Creative Officer
Milos Obradovic
Chief Strategy and Innovation Officer
Charles Laposte Aust
Executive Creative Director
Sandrine Le Goff
Jessica Kersten
Innovation Creative Officer
Andrey Tyukavkin
Digital Copywriter
Nikolay Malchev
Digital Art Director
Alejandro Gutierrez
Junior Art Director
Kunal Khade
Account Director
Sanne Kragten
Senior Account Manager
Jack Furey
Producer
Niko Koot
Global Head of PR & Communication
Isabella Cecconi