GE Power Lines
A heartfelt, tactile commercial with Liftoff, Vayner Media, & Ataboy Studios.
Brief
Design and build a set (using primarily paper) to convey the story GE’s Reservoir Solutions.
Roles
Conceptual Design
Design Direction
Prototyping
3D Models + Renders
Client Facing Presentations
Fabrication
Installation
Project Management
Background
This commercial follows a line of conductive ink as it travels through an energy ecosystem and meets GE’s Reservoir Solutions battery. This technology stores energy from sustainable resources to ensure that a stable, balanced grid will always continue to provide power, even when renewable energy options are down or the demand is high and the grid simply needs a boost.
Design & Development
The set was separated into five different scenes, and built entirely out of paper, LED’s, and minimal 3D printed mechanical parts. We were challenged with creating fewer transitions between the scenes, even though the scale of the paper elements changed throughout. While the hand is constant, elements like a moving car and a walking dog assist in keeping the progression fluid.
Early Concepts
Fabrication & Installation
The process of fabrication required me to dig deep into the roots of my architecture schooling. Using my 3D models as templates, we assembled a combination of laser cut and hand cut paper sculptures to create this tiny world.
While much of the set was created ahead of time, there were several details which needed to be adjusted or created during the shoot.
