General Electric · 2012
GE: Performance Machine
Interactive Director (with BBDO NY) · US
GE's technology powers the world but is hard to feel anything about, least of all in a Super Bowl break full of entertainment. We shot jet engines and medical scanners like elite athletes, and the spot held its slot without celebrity, comedy or spectacle.
Problem
GE's innovations power the world, but their complexity made them hard to connect with emotionally: especially in a Super Bowl moment dominated by entertainment.
Solution
Treat jet engines, medical scanners, and industrial systems as 'performance machines': framed with the intensity, rhythm, and pride of elite athletics. With BBDO New York; produced by ACNE.
Results
GE held a Super Bowl slot without celebrity, comedy or spectacle: jet engines and scanners carried the spot on their own.
01: Performance Machine
Industrial technology with the intensity of elite sport.
