Friday, January 19, 2018
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Top Spot of the Week: GE, BBDO NY Team On "Unimpossible Mission--You Can’t Unring a Bell"


Robert Goldrich
Thursday, Jan. 19, 2017


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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.


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.

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