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How GE Rewrote Grand Central Terminal's Famous Stars

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GE reimagines stars as famous constellations to honour influential female scientists and engineers

How GE Rewrote Grand Central Terminal's Famous Stars
In a continuing effort to elevate women in STEM, GE is rewriting the stars and projecting the faces of famous female scientists and engineers onto the ceiling of New York City’s Grand Central Terminal. 

In February, GE announced the Balance the Equation initiative to grow its workforce of professional women in science and engineering roles. In addition to internal goals, GE also wants to publicly celebrate influential female scientists and engineers, and support organizations like The Society of Women Engineers, in an effort to encourage more young women to consider careers in STEM fields. 
 
Women throughout history have played substantial roles in scientific innovation -- from discovering new chemical elements to revolutionizing cancer treatment -- but too often their work has gone overlooked. 

 
What’s happening in Grand Central? 

Beginning Tuesday, September 19 and running through Thursday, September 21, custom-designed animations, based on the iconic constellations, will illuminate the ceiling of Grand Central Terminal. The faces of 12 female scientists and engineers will appear in an animated journey at the following times throughout the 3- day activation: 
 
●Tuesday, September 19 (7:30 p.m. - 11:59 p.m.) 
●Wednesday, September 20 (5:42 a.m. - 11:59 p.m.)
● Thursday, September 21 (5:42 a.m. - 11:59 p.m.) 
 
A New Universe at GCT: For three days, the 750,000 people who pass through Grand Central Terminal daily will be drawn into a world that celebrates innovation, perseverance, and the contributions of women. 
 
Unseen Stars participants will: 
 
●Learn about women’s contributions to science and engineering: From the first woman to win the National Medal of Science in Engineering, to the first woman to kill cancer cells with lasers, the Unseen Stars projections will shed light on the women whose accomplishments have not yet been fully celebrated. The 7- minute show will honor the work of female scientists and engineers past and present, and bring us all into a more equal world for women in STEM. 

See Themselves among the stars: Passers-by will have the opportunity to capture a selfie with the individuals on the ceiling; geofilters and Facebook Frames will be available to all people traveling through Grand Central Station during the Unseen Stars activation. 
 
 
Balancing The Equation 

GE’s effort to Balance The Equation will significantly increase the representation of women in engineering, manufacturing, IT, and product management roles. Without more women in manufacturing, GE expects the skills gap to widen, resulting in decreased productivity and diminished potential of digital technologies to transform the manufacturing industry. The company believes that the commercial imperative, coupled with the ongoing challenges of recruiting and retaining top female talent in STEM jobs, means organizations must make real and continued investments in closing the gender gap. 

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Client

Advertiser: GE

Creative Agency

Account Executive: Joslyn Dunn Frank Cunningham

Art Director: Sarah Kara

Chief Creative Officer: David Lubars (Global) Greg Hahn (NY)

Copywriter: Lily Bussel

Creative Agency: BBDO New York

Executive Creative Director: Michael Aimette

Executive Producer: George Sholley Experiential

Group Account Directors: Peter McCallum

Group Communications Strategy Director: Yin Chung Jen Leung

Head of Integrated Production: David Rolfe

Senior Creative Director: Gary Du Toit (Copy) Lance Vining (Art Direction)

Senior Planner: Ben Bass

Senior Producer: Mo Twine

Digital Production Company

Account Director: Greta Knutzen

App/Digital Production: WCRS

Art Director: DIRECTOR OF ART INTEGRATION

Backend Developer: Harvey Moon (Interactive Engineer)

Chief Technology Officer: CHIEF PRODUCTION OFFICER

Developer: Chris Dadzitis, Diego Novoa

Technical Lead: Joe Goldring

Tech Director: Jim Ellis, Joe Martin

Production Company

Producer: Anna Le Breton, Ari Ali (Media Producer)

Production Company: Obscura Digital

Technical Assistant : Andrew Plourde (Senior Technical Director)

Music

Sound Design: Lucy Sheils

Animation

Animator: Joel Berroteran, Ron Robinson

Creative Director: Joshua Pipic

Proximity Worldwide, Wed, 20 Sep 2017 09:24:53 GMT