GE

The Impacts Campaign

Strategy, Concept, Integrated Campaign, Website, Instagram Takeover of @generalelectric

The impacts of GE

Linda Boff, CMO of GE, came to LRR with a challenge. She wanted to build a campaign that touched on the impacts of GE. The campaign was deployed throughout all GE social media channels, driving users to engage on GE.com

Instragram takeover of @generalelectric

LRR were given the keys to GE’s main Instagram account, which was a huge privilege. We created thumb-stopping content, and laid it out within the campaign’s shadowbox concept.

The website

We piqued the curiosity of the internet through paid and owned media and led people to an immersive web experience on ge.com, where once there, they would more deeply engage with a unique micro-site developed by our in-house team. The website is a innovative, richly detailed experience. The website invites visitors to interact with each shadowbox. Each touch on a shadowbox results in more in-depth information that educates and entertains.

The use of a feature film photo-real visual effects pipeline in tandem with a responsive website delivered a memorable web experience for GE’s global audiences.

Process

The team at Little Red Robot came up with many highly visually design-driven ideas. Once our strategy and creative team collaborated with GE stakeholders and everything got signed off on, we began to swarm around the visual development. First our art director illustrated the shadowbox concept by hand while our creative team researched the current and historical catalogs of GE. We used this research to inform our strategy and design as we came up with this concept and sketched out a fusion between shadow boxes and bookshelves, that represents the history of the company.

To get the concept up and running, our our in-house 3D modelers built all the ideas and rendered everything in super photorealistic 3D. The creative retoucher jumped in detailing and texturing.

At the same time the animators got it off the ground and a Houdini visual effect workflow got the work soaring through clouds, smoke and fire. A compositor conducted acrobatics in Nuke, and finally, the coders made the whole experience interactive.

Result

The imagery is thumb-stopping to put it mildly. Everyone who sees it instantly falls in love with the rich vision we provided for this one-of-a-kind campaign. Linda Boff said this of this campaign once we launched, “This is just stunning – beautiful work. Thanks for knocking it out of the park – you took a vague idea and made it into something memorable.” With 1 million+ impressions, ten of thousands of likes and thousands of minutes of engagement spent on the website, this was a huge success for GE.