General Electric · 2012
GE: Performance Machine
Art Director (with BBDO NY) · US
Industrial technology framed as elite athletic performance for the Super Bowl conversation.
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 entered the Super Bowl conversation without celebrity or spectacle, elevating perception of its innovation leadership.
01: Performance Machine
Industrial technology with the intensity of elite sport.
