Standing on the Shoulders of Giants

Agency: LePub Amsterdam


Inspired by the vision of giants such as Gordon Moore, Gerard Philips, Ada Lovelace, and, of course, Isaac Newton, the father of science, the new ASML campaign is a humble homage to the giants of the past and a powerful statement of ASML’s unique position to pioneer a positive future for humankind and our planet with technology.

The film takes inspiration from Newton’s quote ‘If I have seen further, it is by standing on the shoulders of giants’ and how technology has changed the world in the last four decades. Imagination and engagement are bywords to stimulate the curiosity of the audience, an activity only made possible by technology powered by artificial intelligence.

LePub teamed up with director Rune Milton Olsen and his Copenhagen-based post-production company, Chemistry, to bring to life a common vision and use CGI, AI, and a mix of cutting-edge tools and techniques, like text-to-video, depth extrapolation, and stable diffusion. Each frame transformed into a digital time-lapse, depicting the journey of innovations, dreams, and accomplishments throughout the ages. A unique approach to the film treatment that has not been seen before, depicting ASML‘s distinct voice.

The AI processing was applied to all the frames, building step by step iterations. By reapplying CGI where needed, the sound and music started to be created to accompany the journey. Then was the process of adding texture to the images. This technique went beyond surface-level enhancements, introducing depth and character to every frame. Layering CGI, AI imagery, and optical imperfections, near-invisible nooks and crannies, lens aberrations, dust, and general magic, to create extraordinary visuals not previously seen in generative sequences.

The film was made with 1,963 Midjourney prompts that yielded 7,852 images, which were edited and then rendered by more than 900 computers. These renders were then processed by RunwayAI, with the total film covering 25,957 frames at 1,000 MB per frame. The trickiest scene was Isaac Newton and his apple among the planets. It took more than 20 attempts to get Newton’s scene right, producing more than 9,800 frames.

A tribute to AMSL's incredible journey, designed to inspire its team and create a cinematic masterpiece that embodies the essence of technology, innovation, and curiosity.

The film was launched at ASML’s yearly all-employee event on Tuesday, January 30th, and shared through their social channels. The film has also been localized for use in Japan, China, Taiwan, Korea, and Germany.

This professional campaign titled 'Standing on the Shoulders of Giants' was published in Netherlands in February, 2024. It was created for the brand: ASML, by ad agency: LePub Amsterdam. This Film medium campaign is related to the Electronics, Technology industry and contains 2 media assets. It was submitted 3 months ago.


Brand: ASML
Thomas Marzano – Global Head of Brand & Digital
Eliza Menzel – Head of Creative Content
Sander Hofman – Creative Strategist
Corinna Baschirotto – Head of Brand Strategy
Jojanneke Meewis Strijbos – Head of Employer Brand Communications Europe
Nanci Hogenboom - Global Head of Employer Brand Communications
Laura Losse – Project management
Creative Agency: LePub Amsterdam
Global CEO of LePub, CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli
Chief Creative Officer: Milos Obradovic
Chief Strategy and Innovation Officer: Charles Laporte Aust
Executive Creative Director: Andrey Tyukavkin
Creative Director: Sandrine Le Goff
Creative Director: Jessica Kersten
Art Director: Alejandro Gutierrez
Copywriter: Nikolay Malchev
Senior Strategist (Boomerang): Rogier de Brouwers
Account Director: Sanne Kragten
Senior Account Manager: Jack Furey
Producer: Niko Koot

Director Rune Milton -
Post-Production Company: Chemistry
Mikael Balle - VFX Supervisor and Finishing Artist
Kim Fersling - CGI Supervisor
Kevin Koch - Music Supervisor and Sound Designer
Camilla Nilsson - Producer
Victor Beckmann - VFX Artist
Bruno Edelman - VFX Artist
Mario Maruska - VFX Artist
Grigoriy Voyakin - CGI Artist
Aleksei Dorokhin - CGI Artist
Dennis Bahnson - CGI Artist


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