GE has premiered the latest installation of its “Unimpossible Missions” series, which seeks to demonstrate how GE is tackling some of the world’s toughest challenges through innovation and out-of-the-box thinking. The film series launched last year, disproving well-known idioms through GE innovation.
The newest film, titled “You Can’t Unring a Bell,” disproves that very notion. The idea emerged out of GE’s “Unimpossible Missions: the University Edition,” which extended the challenge to achieve the impossible to students around the globe. Chris Nguyen, a biomedical engineering student at the University of Wisconsin, Madison, took home a grand prize for coming up with the solution to this challenge, which was then brought to life and captured on film. Notably, the film was actually shot on location in Myanmar using one of the biggest functioning bells in the world.
“You Can’t Unring a Bell” was conceived by BBDO New York and directed by Diego Contreras of production house Bullitt.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Gary Du Toit, Lance Vining, creative directors; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, producer; Rani Vaz, head of music production. Production Bullitt Diego Contreras, director; Matyas Izsak Erdely, DP; Todd Makurath, CEO; Luke Ricci, exec producer; Elicia Laport, head of production; Jon Dawes, producer. Editorial Cosmo Street/Trim Editorial Paul Hardcastle, editor; Maura Woodward, exec producer; Anne Lai, producer; Joshua Berger, assistant editor. VFX a52, Santa Monica, Calif. Linda Carlson, Jennifer Sofio Hall, managing directors; Patrick Nugent, exec producer; Kim Christensen, head of production; Drew Rissman, producer; Andy Rafael Barrios, VFX supervisor. (Toolbox: Flame, After Effects, Photoshop, Maya) Color Company 3 Tim Masick, colorist; Rochelle Brown, producer. Music Max De Wardener, composer. Audio Post Sonic Union Michael Marinelli, engineer; Justine Cortale, producer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
