GE was seen as aging by both the public and the stock market. They needed more than a facelift. They needed a new narrative to position them as a forward-looking digital industrial leader. We created “Brilliant Machines,” a fully integrated 360 campaign showcasing GE’s connected, intelligent technology.

On YouTube, we built intrigue with a series of “leaked” viral films released days before launch, following a mysterious pilgrimage of robots. This sparked curiosity and conversation, setting the stage for a larger story about machines that think, learn, and transform the world around them.

RESULTS:
The campaign helped reinsert GE into the cultural conversation, shifting perception from a legacy manufacturer to a forward-looking leader in connected technology. It generated significant earned media, sparked global conversation, and was successful enough to continue for another year, reinforcing confidence among customers and investors.