GE
Create a flexible brand platform for GE’s deep learning MRI softwares.
In 2021, GE launched AIR™ Recon DL, an MRI software that revolutionized image quality.
The creative defied MRI tropes through the short film UNMISSABLE: A True MRI Story and used
a cinematic promotional approach. So GE sought a flexible brand platform that would pay homage to this, while allowing new launches to shine.
The project was split into 3 parts:
- Create a brand platform for all current and future deep learning products to live under.
- Refresh AIR™ Recon DL branding and create new testimonial videos.
- Launch Sonic DL™ in true blockbuster style.
PART 1
Congress Teaser Video
The client wanted a dramatic video before our booth opened, to intrigue and
entice attendees to our booth.
Brand Guidelines
After creating 30+ assets we created a brand guidelines for global teams to use as a guide for future local product launches.
Congress Posters
PART 2
Keep AIR™ Recon DL in the spotlight with a new campaign.
This is GE’s first deep learning software that’s been hugely successful with radiologists.
It delivers beautifully sharp scans while reducing scan time. To generate FOMO and capitalize
on its success two years on, our campaign created four distinct films that featured influential figures, testimonials and statistics, woven into a compelling story about Capturing Clarity.
Deliverables: 4 x product films, 1x hero film refresh, product webpage, social & teaser assets for congress.
View product webpage here
LinkedIn Posts
PART 3
Create excitement for Sonic DL™, GE's latest MRI software.
In MR, lengthy scan times can lead to compromised images due to the body's motion, but Sonic DL™ accelerates scan times from minutes to seconds. To demonstrate this, we helped produce a dynamic film using live projection mapping, syncing kinetic graphics and real scans with a lively dance performance, showcasing Sonic DL™'s ability to match the pace of human anatomy.
Deliverables: launch film, 4 x testimonial videos, product brochure, product webpage
& congress assets.
