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Creative

BBDO NY Imagines Scientists as Celebrities in Uplifting New GE Spot

The film centres on Millie Dresselhaus, the first (and so far only) woman to win the National Medal of Science in Engineering

BBDO NY Imagines Scientists as Celebrities in Uplifting New GE Spot

GE is making a huge commitment to bridge the gender gap by setting a goal of hiring 20,000 women in technical roles by 2020. 

To assist with these efforts, GE released a new film that imagines what the world would look like if we idolised female scientists and engineers – and their accomplishments – in the same way that we do TV and movie stars.

The film, created by BBDO New York, focuses on Millie Dresselhaus, who in 1990 became the first (and so far only) woman to win the National Medal of Science in Engineering. In the film, the 86-year-old physicist gets hounded by paparazzi, pursued by fans for a selfie, and interviewed on talk shows. She also finds herself turned into an emoji, a doll, a piece of street art, and a Halloween costume. 



Creative Agency

Creative Agency: BBDO New York

Creative Director: Gary Du Toit, Lance Vining

Executive Creative Director: Michael Aimette

Chief Creative Officer: David Lubars, Greg Hahn

Executive Producer: George Sholley

Senior Account Director: Kathryn Brown

Account Executive: Joslyn Dunn, (Assist) Frank Cunningham

Account Management: Marissa Amendolia

Head of Production: (Music) Rani Vaz

Content Producer: Angela Narloch

Planning Director: Yin Chung, Suzanne Barker

Account Director: Lindsey Cash, Tessa Cosenza

Production Company

Production Company: Bob Industries

Executive Producer: Chuck Ryant

Director: Nicole Holofcener

DOP: Danny Moder

Line Producer: Brian Etting

Offline

Edit Company: Whitehouse Post

Editor: Charlie Harvey

Edit Assistant: Theo Mercado

Executive Producer: Lauren Hertzberg

Senior Producer: Alejandra Alarcon

Post Production / VFX

Post Production Company: Carbon VFX

Colourist: Maria Carretero @ Carbon VFX

VFX Supervisor: Kieran Walsh

Executive Producer: Frank Devlin

Senior Producer: Paul O’Beirne

Colour EP: Paul O’Beirne

Music

Composer: Morgan Visconti

Executive Producer: James Dean Wells

Sound Mix: Michael Marinelli @ Sonic Union

Music Production: Human

Sound Design: Michael Jurasits

Category: Electric , Utilities

Genre: People , Storytelling