Client - General Electric
Production - Little Red Robot
Creative Direction - Seth Shukovsky
Art Direction - Aron Filkey
CGI - Mark Yagos, Ryan Robinson & Sebastian Gat
Motion - Daniel Pernikoff, Ryan Urban & Adam Thompson
Photography & Retouch - Jim Lind

Linda Boff, CMO of GE, came to us with a challenge. She wanted to build a campaign that touched on the impacts of GE. In support of this, the team at Little Red Robot came up with many highly visually, design driven ideas. Once we honed on in shadow boxes to add together to create a moving image we set out to create something amazing with the opportunity at hand. We at first illustrated the concept by hand and then we sent it to our 3D team who modeled everything in photo real 3D. Once rendered, our creative CGI retoucher jumped in detailing and texturing. Once the look was baked, it went back to 3D team for animation. Then to a Houdini visual effects workflow to create water sim, smoke, clouds, fire. All added together by a compositor in Nuke. Finally interactive development begins. We opted to code over html video, so that when a viewer touched anywhere, contextual info would appear. The campaign was deployed on all GE social media outlets driving users to the interactive experience at GE.com.

Click thru to experience the interactive site: www.ge.com/reports/impact-aviation

There's a lot happening in the above shadowboxes so I've included detailed crops to see the individual scenes up close. Please click the thumbnails to see them enlarged.

The final images were then brought back into CGI to generate html animations for the GE Reports interactive website: www.ge.com/reports/impact-aviation