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GE : Unseen Stars by BBDO New York

Client: GE
Date: Sep 2017
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As a leader in science, engineering and manufacturing, GE believes that diverse work forces better reflect the world it serves. Last year, the company made a commitment to #BalanceTheEquation in STEM roles within and beyond its company walls.

Women have always been pioneers in science and engineering, but their work is often overlooked. With its newest project called 'Unseen Stars,' created by BBDO New York, GE is turning these overlooked stars of science into real stars by transforming the famous constellations of New York's Grand Central Station ceiling into the faces of women who have achieved great things in the fields of science and engineering.

Through Thursday, September 21, with the help of projection mapping experts Obscura, the ceiling of Grand Central station will feature new constellations depicting real female scientists among the old constellations based on mythical heroes.

In addition to the projections, geofilters and Facebook Frames will be available to all people traveling through Grand Central Station during the Unseen Stars activation. 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.


Agency: BBDO New York

Client: GE

Title: Unseen Stars

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Michael Aimette

Senior Creative Director, Copywriter: Gary Du Toit

Senior Creative Director, Art Director: Lance Vining

Art Director: Sarah Kara

Copywriter: Lily Bussel

Group Account Director: Peter McCallum

Account Director: Lindsey Cash

Account Manager: Zandy Fretts

Account Executive: Joslyn Dunn

Account Executive: Frank Cunningham

Group Communications Planning Director: Yin Chung

Group Communications Planning Director: Jen Leung

Senior Planner: Ben Bass

Head of Integrated Production: David Rolfe

Executive Producer: George Sholley

Executive Producer, Experiential: Adrienne Katz

Senior Producer: Mo Twine

Production Company: Obscura Digital

Senior Technical Director: Andrew Plourde

Producer: Anna Le Breton

Media Producer: Ari Ali

Interactive Engineer: Bryant Place

Art Director: Can Buyukberber

Systems Engineer: Chris Dadzitis

Systems Technician: Diego Novoa

Account Executive/EP: Greta Knutzen

Interactive Engineer: Harvey Moon

Technical Director: Jim Ellis

Systems Technician: Joe Goldring

Animator: Joel Berroteran

Technical Director: Joe Martin

Creative Director: Joshua Pipic

Sound Designer: Lucy Sheils

Director of Media Arts: Marc Melzer

Chief of Production/EP: Matty Dowlen

Animator: Ron Robinson

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