GE has just launched new creative in support of its Brilliant Machines campaign, featuring Hugo Weaving’s character Agent Smith from the Matrix film trilogy. The campaign showcases GE’s Industrial Internet technology and how the brand’s advanced machines are wired with innovative software, which is transforming the way the world works. And famous “machines” are extremely curious. Agent Smith serves as the ideal narrator for GE’s innovative Healthcare technology. As a software program created to remove human instability from The Matrix, even he can’t help to feel admiration for GE’s software designed to work with data and machines to improve the patient experience.
The Agent of Good campaign was developed at BBDO New York by chief creative officer David Lubars, senior creative director Eric Cosper, senior creative director Michael Aimette, creative director/copywriter Tim Roan, creative director/art director Eric Van Skyhawk, associate creative director/copywriter Judd Counsell, agency producer George Sholley, account director Ben Myers, account team member Sam White, account manager Cristina Fotieo, group executive producer Anthony Nelson, director of music and radio production Rani Vaz, and worldwide senior account director Emma Armstong.
Visual effects were produced at Framestore by VFX supervisor Jonathan Hairman, Flame artist David Forcada, 2D team Dan Short, Sang Joon Kim and Euna Kho, designer Marc Smith, producer Sumer Zuberi, executive producer James Razzall.