could then be interwoven into scenes within each episode. They are in the film. And that, after all, was exactly how Beowulf came into being: not the work of one copywriter and one visualizer, but of many minds, hearts and tongues over time. A Boy and his Atom for IBM is evidence of just how innovative advertising can be. Armed with a small budget and IBM’s Scanning Tunneling Electron Microscope, we used just a handful of atoms to make a unique short film. It was the first IBM video to earn a million views – literally overnight. Along with 30,000 YouTube likes, hundreds of articles, and a Cannes Lions award, it was shown at the TriBeCa film festival and features in the Guinness Book of World Records as the world’s smallest stop-motion film. A big success! Sometimes the biggest ideas are found in the smallest of places. As small as an atom. From awards alone, IBM should be recognized as one of the world’s most innovative companies. Its employees have earned five Nobel Prizes, five National Medals of Technology, five Medals of Science, and a mere four Turing Awards. With a record-breaking count of 6,478 patents at the end of 2012, IBM was the highest recipient of US patents that year, maintaining 20 years of leadership in the patent space. But the public aren’t interested in patents and awards. They are, however, increasingly interested in science and technology. In 2012, there was a surge in interest in science, stimulated by news from CERN on discovering a fundamental particle supporting Higgs boson and NASA’s Seven Minutes of Terror