General Electric Campaign

General Electric wanted a way to show how their digital technology was changing industries around the world but the story wasn’t about software. It was about the engineers building it.

As Creative Director, the brief was to capture that shift through a series of eight films, travelling to Dubai, New Delhi and Beijing and directing local production crews inside major industrial sites: a power plant in China, hospitals in India, and an aircraft testing facility in the UAE.

Each location brought a different challenge. Each team worked in a different culture. Filming inside a Chinese power plant with a local crew was one of those moments where you stop and think, this isn’t something you do every day.

The films combined real people with carefully integrated CGI, using animation to bring GE’s digital systems to life on screen. Jet engines fitted with 5,000 sensors generating ten gigabytes of data every second. AI-powered diagnostics helping doctors read scans in entirely new ways. Complex technology, but the aim was always the same: make the impact feel human.

The series has now been viewed more than 1.5 million times on YouTube.