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BBDO NY Imagines Scientists as Celebrities in Uplifting New GE Spot

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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. 

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Composer: Morgan Visconti

Executive Producer: James Dean Wells

Music Production: Human

Sound Design: Michael Jurasits

Sound Mix: Michael Marinelli @ Sonic Union

Production Company

Director: Nicole Holofcener

DOP: Danny Moder

Executive Producer: Chuck Ryant

Production Company: Bob Industries

Line Producer: Brian Etting

Post Production / VFX

Colour EP: Paul O’Beirne

Colourist: Maria Carretero @ Carbon VFX

Executive Producer: Frank Devlin

Post Production Company: Carbon VFX

Senior Producer: Paul O’Beirne

VFX Supervisor: Kieran Walsh


Edit Assistant: Theo Mercado

Edit Company: Whitehouse Post

Editor: Charlie Harvey

Executive Producer: Lauren Hertzberg

Senior Producer: Alejandra Alarcon

Creative Agency

Account Executive: Joslyn Dunn, (Assist) Frank Cunningham

Account Management: Marissa Amendolia

Chief Creative Officer: David Lubars, Greg Hahn

Content Producer: Angela Narloch

Creative Agency: BBDO New York

Executive Creative Director: Michael Aimette

Executive Producer: George Sholley

Planning Director: Yin Chung, Suzanne Barker

Senior Account Director: Kathryn Brown

Head of Production: (Music) Rani Vaz

Genres: People, Storytelling

Categories: Utilities, Electric

BBDO New York, Thu, 09 Feb 2017 10:24:15 GMT