Corning’s “A Day Made of Glass” was launched in 2011, depicting a very futuristic view of a world were nearly every surface is a portal to the digital world.
I posted about it about in 2013, but I didn’t realize the monster impact the video has had. According to Doremus, the ad agency responsible for the piece, it is now the most viewed corporate video of all time, with nearly 26 million views at the time of this post. It looks like Corning realized the rocket ship it launched and has since followed it with a sequel video, videos explaining the concepts in detail, even a symposium event based on the video (with lots of top Corning brass in attendance).
I’m thrilled for the success of such a vision piece for two reasons:
- It is creating a lot of excitement for these architecturally embedded display surfaces and lighting solutions – it presents such a clear, realistic and exciting vision of the future that it naturally leads people to want to realize the vision
- It shows the power of Design and Research in leading a corporate agenda in a positive way. Too often big corporations get bogged down with “making the quarter” and leadership teams that have operational or sales experience but lack the creative ability to generate or present a compelling vision. This video shows a great example of design-driven leadership.
I hope Corning can find ways to continue to capture the magic they unleashed with the video…