GE MIDDLE EAST

 

SEPTEMBER 2012 CREATIVE DIRECTION

DIRECTOR JAMIE RAFN / MOD  PHOTO CHRISTIAN WEBER

 

We All Make Progress is designed to place GE in the driving seat of substantive progress in the Middle East. The campaign showcases a unique perspective on GE technology via close-up photography. And, while the photographic style creates a sense of awe at everything GE accomplishes across the region, the copy uses accessible language to explain the real benefits of its technology