how ge's aggressive deadline paid off in big ways

General Electric is an American multinational conglomerate corporation Incorporated in New York, and headquartered in Fairfield, Connecticut. In 2011, GE ranked among the Fortune 500 as the 6th-largest firm in the U.S. by gross revenue, and the 14th most profitable.

It could have been done in a way that was offensive but it wasn’t. It took into account cultural sensitivities and that was brilliant. This is great work. You guys really delivered big time! We definitely have more business to do together.

Shaun Wiggins

Executive Lead, Global Public Relations @ GE


Sometime, dreams come true. We’ve been fans of GE’s marketing/advertising for a long, long time. So when their Power and Water division approached us to make a video announcing their recent partnership with the country of Egypt, we said “Absolutely!” When they asked us if we could do it in three weeks? We said, “We’ll do it in two.”

GE wanted to introduce Egypt – and the world – to the technology that would provide power for millions of people. With GE scheduled to hold a press conference just a few weeks later, we jumped at the opportunity to create a video to do just that.


GE needed the video in time for a press release that was three weeks down the road. A few late nights and more that a few gallons of coffee later, we had a completed video on our hands.

Writing copy and animating a video for another culture is a delicate process. We became students of Egypt’s cultural sensitivities, traditions, and etiquette making sure our video would resonate with the people of Egypt.


GE’s first reaction upon seeing the video? “We have more work to do together!” We’re looking forward to a long, collaborative relationship.

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