Project

GE Game Changers | Anthem

“General Electric has always been ahead of the game. So it goes without saying that they’re never satisfied with simply playing it. They want to change it.” BBDO Agency creatives crafted a simple and powerful message with social / digital film campaign for GE; As one of the premier 2018 Winter Olympic sponsors, GE technology is used in many innovative new ways to support athletes on the world’s biggest stage.

Client

BBDO

Content

Branded Content

GE Gamechangers | case study

Whenever the disciplines of live action and integrated vfx converge, our creative blood gets pumping.

So when BBDO and Giraldi Media tapped us to produce this technology-driven GE campaign for the 2018 Winter Games, we got hit with a massive rush of creative dopamine, the effects of which are evident in the above anthem film and three satellite stories that follow...

This production was no picnic.

But we're the types who don't mind eating lunch at 10,000 feet in our snow boots and parkas. This global Olympic stage was a grand opportunity for Evolve and our co-production partners, and we soon found ourselves knee-deep in the elements, on Austria's formidable Hintertux Glacier, amid one of our most extensive location-scouting and casting expeditions ever.

We spent two weeks in pre-pro, exacting what would be an insanely ambitious shoot schedule. Then, just as the Olympians who train on Hintertux, we committed to a nonstop, all-out grind.

Over the course of ten days, three glaciers, and countless company moves, we utilized the highest quality capture devices and rigs - drones, Movi stabilizers, lo-fi sliders, and more - all in spite of the cold and the altitude. Our versatile "special forces" camera crew came in and worked seamlessly with the local production team. As one cohesive unit, we had to be swift, nimble, and adaptive to capture the breadth of looks, locations, and times of day necessary for communicating an epic scale worthy of the global event that is the Olympics.

We spent days erecting practical exterior and interior set pieces, including a 50-foot tall custom ski jump, which was only accessible by snowmobile, and a GE control room worthy of a science fiction film. The control room was designed and built completely from scratch and subtly enhanced in post - a shining moment for our interdisciplinary forces of on-location production design and VFX augmentation.

Even in post, evolve was on location.

We kept creatives close through every step of the process. VFX and motion design integration happened at home in Nashville, but for the edit, we four-walled in New York City, so each day of the three-week-long process made for synergistic workflow between us and the agency.

Collaboration is the key to bringing concepts like this from creative development to the finish line, and our close, concerted efforts with BBDO, Giraldi Media, and PPM Film is the reason for this massive endeavor delivered with such great scope and gravitas.

Game changed

Taking on ambitious challenges is the reason we get out of bed in the morning. We take great pride in doing the dirty work to actually transform those lofty ambitions into successful realities. As GE prides itself on always being ahead of the game, they pushed us to go above and beyond ours. But we wouldn't have it any other way. That's why we call ourselves Evolve.