GENERAL ELECTRIC
THE BRILLIANT FACTORY
Location
UPSTATE NEW YORK
What We Created
CAMPAIGN CONCEPT / STORYBOARD / FILM
The Opportunity
Miran has made over 30 films for GE. Working at the heart of General Electric Global Research are some of the world’s greatest scientific and industrial minds – but their behind the scenes stories aren’t always brought into the light. In the 21st century, the Internet revolution and the quantum advances in software and information technology already have transformed our everyday lives as consumers – GE wanted to show where this transformative thinking came from and how it impacts their present and future. To explain the legacy of research and the historical thread of innovation that has shaped the conglomerate.
“THE FILMS WERE ALSO USED AS PART OF SUCCESSFUL TARGETED SALES DRIVES AIMED AT GE CUSTOMERS IN THE DEVELOPING WORLD – SPECIFICALLY FOCUSED ON THE MANUFACTURING AGILITY.”
THE SOLUTION
To tell this complex story Miran created a narrative arc beginning with Edison’s legacy – illustrated by a lightbulb animation – this was followed by sourced archive and present day interviews to show the stages of industrialisation that GE’s own story had followed over the last century. We used graphics and specially shot time-lapses to intersperse with the present day case study interviews. We also created shorter narratives for social media around Virtual Manufacturing. Intelligent Machines. Flexible Factories and Reconfigurable Supply Chains. These four pillars to the narrative respresent GE’s future in a competitive global economy, spurred by an accelerating pace of technological change.
RESULTS
The films were launched to coincide with The Lisbon Web Summit and The Fortune Growth Summit – and used in viral campaigns by General Electric Comms Team in NYC. They were also widely distributed on social media and the b-roll and graphics from the shoot were used in later ad content roll-outs. The films were also used as part of successful targeted sales drives aimed at GE customers in the developing world – specifically focused on the manufacturing agility.
IN NUMBERS
36.4M /
The amount of impacts delivered throughout the campaign for 18+ people
5.1M /
The amount of unique reach delivered throughout the campaign for 18+ people
2.4M /
The total amount of video views the campaign reached during its lifetime