No less than 1,963 prompts yielding 7,852 images, edited and rendered by more than 900 computers. These renders were processed with various generative AI techniques, with RunwayAI to process the frames. The whole video covers 25,957 frames at 1,000 MB per frame. The scene with Isaac Newton and his apple among the planets alone consists of almost 10,000 frames.
ASML, reaching its 40th year, has unveiled an AI-driven 2-minute cinematic tribute to highlight the importance of pushing the boundaries of technology and imagination.
The campaign, crafted by LePub Amsterdam, stands as a testament to human ingenuity, drawing inspiration from historical visionaries like Ada Lovelace, Gerard Philips, and Gordon Moore. With its advanced digital techniques, the film presents a visual narrative of innovation.
Thomas Marzano, Head of Brand and Digital at ASML, explained the thoughts behind the short film: “As an innovation leader in the semiconductor industry, ASML honors the dreams, visions, and discoveries of the countless giants of science and technology that came before. We are humbled to stand on their shoulders, feeling the responsibility to look out further. With our employees worldwide and our partners, suppliers, and customers across the chip industry, we are committed to keep powering technology forward.”
The film, launched at ASML’s annual all-employee event, marks a significant milestone in the company’s history. It pays homage to the transformative power of computing and the global spirit of innovation that ASML and its partners have long fostered.
Embracing the legacy of giants
The title of the film echoes the famed words of Sir Isaac Newton, hinting at the profound respect ASML holds for the pioneers of science and technology. Ada Lovelace, Gerard Philips, and Gordon Moore, among others, are the giants upon whose shoulders ASML stands, looking out into the future. The film is a visual narrative that weaves the past four decades of technological advancements with the imagination and curiosity that drive progress. ASML sees the result not merely as a look back but also as a call to action for continued innovation.
A collaborative marvel in film-making
ASML’s vision was brought to life by LePub Amsterdam, in collaboration with director Rune Milton Olsen and Copenhagen-based production company Chemistry. Together, they employed a plethora of modern tools, including CGI, text-to-video translation, depth extrapolation, and stable diffusion. The process involved transforming each frame into a digital time-lapse. Dust, lens aberrations, and what the creators describe as ‘general magic’ were all part of the process, resulting in visual depth.
Recognising the importance of cultural nuances, the film was localised for markets in Japan, China, Taiwan, Korea, and Germany, ensuring the message of innovation and curiosity resonated with ASML’s diverse audience.
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