Giant squid have been the object of fascination for millennia; they may have even provided the origin for the legendary Nordic sea monsters known as the Kraken. But no one had captured them in their natural environment on video until 2012, when marine biologist and bioluminescence expert Edith Widder snagged the first-ever images off Japan's Ogasawara Islands [PDF]. Widder figured out that previous dives—which tended to bring down a ton of gear and bright lights—were scaring all the creatures away. (Slate compares it to "the equivalent of coming into a darkened theater and shining a spotlight at the audience.")
In this clip from BBC Earth Unplugged, Widder explains how the innovative camera-and-lure combo she devised, known as the Eye-in-the-Sea, finally accomplished the job by using red lights (which most deep-sea creatures can't see) and an electronic jellyfish (called the e-jelly) with a flashy light show just right to lure in predators like Architeuthis dux. "I've tried a bunch of different things over the years to try to be able to talk to the animals," Widder says in the video, "and with the e-jelly, I feel like I'm finally making some progress."
[h/t The Kid Should See This]