Le Pub and ASML ‘stand on the shoulders’ of AI and CGI

Dutch chipmaker ASML is celebrating its 40^th anniversary with an advert by Publicis Groupe’s LePub. The 2-minute industrial presents a hopeful and expansive image of know-how’s potential, seen by means of the lens of human accomplishment.

With assist from greater than 900 computer systems, Le Pub and manufacturing firm Chemistry use AI, CGI and numerous different tips and strategies to construct the ultimate movie, referred to as “Standing on the shoulders of giants.”

ASML claims to be Europe’s most respected tech agency, working in additional than 60 international locations. The marketing campaign will run globally, with localised variations in a few of its larger markets together with Japan, China, Taiwan, Korea and Germany.

Fb can also be celebrating its 40^th anniversary this 12 months. Founder Mark Zuckerberg is celebrating at a US Senate listening to the place he’s being questioned, alongside the bosses of TikTok, Snap, and X, about tech’s failure to resist its impact on actual human beings.

Le Pub is placing throughout a way more constructive message, however this computer-generated industrial demonstrates the inventive limitations of tech in a really completely different means.

MAA inventive scale: 4