GE: THROTTLE UP

Credits & Description:

Advertiser: GE
Agency: BBDO NEW YORK
Category: Digital Outdoor
Advertising campaign: THROTTLE UP
Account Supervisor: Cristina Fotieo
Copywriter: Beth Kushner
Other Credits: Float Hybrid Entertainment (Production Companies)
Executive Creative Director: Don Schneider
Producer: Jd Michaels
Producer: Rani Vaz
Account Supervisor: Robin Erler
Creative Director: Scott Ex Rodgers
Other Credits: All Phases Event Group
Account Supervisor: Emma Armstrong
Creative Director: Michael Aimette
Account Supervisor: Carrie Lipper
Producer: Regina Ebel
Chief Creative Officer: David Lubars
Creative Director: Eric Cosper
Art Director: Lauren Race
Other Credits: Musion Systems Limited
Producer: Neely Lisk
Producer: Regina Iannuzzi

Ambient Execution Description
Every 2 seconds, a flight takes off with a GE jet engine. But people often take this massive cylinder of steel for granted. It was our goal to show digital and tech influencers that GE builds technology that changes and improves the way our world moves. We created Throttle Up, a massive interactive hologram that let people build and launch a GE GEnx jet engine. Visitors literally put the pieces together of a 20-foot jet engine simply by moving their arms and hands. We brought together 3 cutting edge technologies for the first time: a soft-kinetic motion sensor camera, holographic projection technology, and a custom unity gaming engine. Our installation was purposely designed to project the GE GEnx engine at life size (12ft x 16ft). The actual 'black box' of the installation was 50 X 70 feet. A warehouse in Brooklyn's DUMBO neighborhood was the perfect home that allowed us to set up truss structures that were approximately 40 feet long and 28 feet high, which held up 4 separate 25,000 lumen projectors.