What was the original brief?
- BBDO: A World That Works is… a world that’s always working. GE technology never stops to take a break. Our wind turbines keep churning out power, all day and all night, bringing clean energy to millions. Our engines power the thousands of jets in the sky every moment of every day, enabling people everywhere to visit families, make meetings, or move to new cities. And our healthcare equipment never stops scanning, with intelligent technologies that help doctors diagnose problems more efficiently than ever before. The world never stops. That’s why neither do we.
Walkthrough the thought process behind the creatives
- BBDO: If the last few months have taught us anything, it’s that our world is one that must keep turning. GE knows that building a world that works means constantly moving in one direction, forward. The ‘Every Turn’ campaign is an ode to momentum, progress, and building. From renewable energy to jet engines, and everything in-between; GE plays a powerful role behind so many of the small moments that help define who we are, and the big plans that help make life wonderful. Because whether it’s providing power to one-third of the planet, or building medical technology that detects problems before they’re problems, the scope of GE’s work isn’t just felt across the world, but helps change the world. ‘Every Turn’ is the recognition that while gravity might keep our planet on its axis, it’s the things that the hardworking people at GE build that keeps things moving forward. So today, and tomorrow those same people will continue to clock in, roll up their sleeves, and continue building a world that works.
CREATIVE CREDITS
General Electric “Every Turn”
Client: GE
Director of Global Brand: Zara Mirza
Global Brand and Creative Content: Lindsay Stei
Creative: BBDO
Chief Creative Officer, Worldwide: David Lubars
Executive Creative Director: Danilo Boer
Executive Creative Director: Marcos Kotlhar
Creative Director: Eric Steele
Creative Director: Vlad Ivangorodsky
Senior Copywriter: Barney Spiro
Senior Art Director: Harriet Ron
Executive Producer: Anthony Curti
Producer: Sarah Knowlton
Music Producer: Julia Millison
Associate Art Producer: Lizzy Lehn
Managing Director: Steven Panariello,
SVP, Senior Director: Lindsey Cash
Account Director: Meghan Wood
Account Executive: Nathan Sloan
SVP Group Planning Director: Brit Browning
Planner: Caroline Moyer-Kardos
PRODUCTION COMPANY: Prettybird
Director: Vellas
Executive Producer: Suzanne Hargrave
Director of Production: Tracy Hauser
Producer: Hannah Cooper
EDITORIAL: Work Editorial
Editor: Rich Orrick
Assistant Editor: Chris O’Brian
Executive Producer: Erica Thompson
Producer: Chris Delarenal
VISUAL EFFECTS: Blacksmith
VFX 2D Lead: Daniel Morris
Compositor: Robert Bruce
Compositor: Yebin Ahn
Compositor: Ben Kwok
CG Lead: Tuna Unalan
CG Generalist: Olivier Varteressian
Executive Producer: Charlotte Arnold
Senior VFX Producer: Bindy St Leger
TELECINE: Blacksmith
Colorist: Mikey Pehanich
MUSIC SUPERVISION: We Are Walker
Lead Producer: Abbey Hendrix
Senior Producer: Dottie Scharr
Music Supervisor: Julianne Wilson
MIX: Sonic Union
Partner – Sound Designer/Mix Engineer: Steve Rosen