Frederic Planchon of Anonymous content directed this GE spot titled “Beautiful Law” for BBDO New York. The work was inspired in part by the First Law of Thermodynamics–the fact that energy cannot be created or destroyed, only transformed from one state to the other.
In this film, a young woman in a library studying law falls into a fantastic dream where she witnesses more than a century of ideas coming to life, energy flowing from innovation to innovation. In the end, she awakes in the real world, and leaves the library to carry that energy into the future. Part ode to innovation, part message to the future, “Beautiful Law” is a reminder that the energy that propelled GE for the past 132 years will live on–once, now and forever.
David Lubars, chief creative officer, BBDO Worldwide, said, “GE and BBDO have the type of long-standing marriage that’s rare in any industry–especially in ours, it’s been over 100 years. This work represents a new beginning for both of us; a great way to reintroduce the way GE helps make the world go ‘round.”
Credits
Client GE Corporate Linda Boff, chief marketing officer; Nadia Malik, sr. director of brand marketing. Agency BBDO New York David Lubars, chief creative officer, BBDO Worldwide; Matt MacDonald, chief creative officer, BBDO New York; Kara Goodrich, SVP, sr. creative director; Cesar Finamori, creative director; Nicole Granese, chief strategy officer; Ankit Mehra, strategic planner; Kim Kietz, SVP group executive producer; Alex Gianni, EVP, director of content production; Chloe Evans, sr. producer; Julia Millison, sr. music producer; Wren Schmith, music consultant. Production Company Anonymous Content Frederic Planchon, director; Eric Stern, managing director/exec producer; SueEllen Clair, VP of commercials; Ena Nicole Abadjian, head of production; Paul Ure, producer. Czech Production Company Stillking Matthew Stillman, managing director; Michael Skop, head of production; Lida Ashwell Ordnung, exec producer; Adam Lux, line producer/exec producer. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, managing director; Alejandra Alarcon, exec producer; Chris Delarenal, head of production; Samara Kelly, sr. producer; Joey Tuzzolino, assistant editor. VFX Framestore Vicky Osborn, VFX creative director; Andre Vidal, VFX supervisor & compositing lead; Patrick Ross, CG lead; Menelaos Peristeridis, Nikola Yordanov, Joe Comeau, Michal Karcz, concept design; Sean Curran, Yarim Machado, previs; Margo Marenghi, CG animation; Soren Barton, Kira Yu, Vicky Stuart, Kaho Horiuchi, Stone Cleven, Jim Vidal, CG asset modeling; Kira Yu, Kaho Horiuchi, Rui Yang, Jim Vidal, CG asset texture/lookdev; Victor Farag, Marco Marenghi, CG layout; Richard Shallcross, Joey Sila, Kayla Whitehead, CG lighting; Mitch Deoudes, Francois Duchesneau, Ed Twiss, CG FX; Steve Drew, Kane Herd, Danny Popovic, Abhishek Singh, Sang Kim, Melissa Graff, compositing; Ivo Horvat, Pete Pace, Menelaos Peristeridis, Callum McKeveny, matte painting; Andre Vidal, Devon Taylor, Flame finishing; John DiMare, FX VFX editor; Tara Maloney, Framestore NYC head of studio; Veronica Ware, Framestore NYC head of production; Nick Fraser, exec producer; Nadia Brent, bidding producer; Catherine May, producer; Meghana Penumarthi, production coordinator. Sound House Sonic Union Owen Shearer, sound designer; Michael Marinelli, mix engineer; Mary Kate Valentino, sound producer. Music Soundtree “Recharge” composed by Joel Hartman, published by Soundtree Music Publishing; Jay James, Soundtree exec producer/managing director.
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what it’s really like to live with diabetes--including the constant judgment, shame and guilt.
The film is the cornerstone of Abbott’s new global initiative called “Above The Bias” out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said, “What initially drew me to this project was the chance to create a visual metaphor for the weight of other people’s opinions--something we all carry, whether we realize it or not. The suit we built to physically weigh down our actor became more than just a prop; it shaped his performance, making the emotional burden feel tangible. Tonally, I wanted to ensure the message felt earned without becoming overly sentimental, allowing the actor to start from a grounded place and gradually reveal the impact of that weight.”
Healthcare company Abbott--known for its medical technology, nutritional products and pharmaceuticals--surveyed more than 2,600 people living with diabetes across eight countries, including the U.S., to help inform the campaign and bring to life the realities of living with the condition. Research found that nearly 70% believe there is stigma associated with their condition; almost 25% have avoided sharing their diagnosis with family or friends out of embarrassment or concern; and 40% have skipped or missed a doctor’s appointment due to shame or stigma.
