An orchestra plays “Singing in the Rain” while the camera moves in through the vines to show a jungle in the rain. An energetic elephant tap dances across the screen, blasting his trunk as the other animals look on from the trees. Some tropical birds become excited and start singing along as the elephant jumps into a pool of clear water. The narrator reveals the reason for all this excitement is the efforts of GE to build cleaner jet engines, trains and power plants that run cleaner. This effort is called “ecoimgination” the drive to build more environmentally friendly technologies. The commercial ends by displaying the GE logo and the phase “imagination at work.”
Credits
Agency: BBDO North America, Atmosphere BBDO David Lubars, chief creative officer; Don Schneider, executive creative director; Ted Shaine, senior creative director/art director; Tom Darbyshire, senior creative director/copywriter; Regina Ebel, executive producer; Rachel Seitel, producer; Rani Vaz, director music/radio production. Production Company: PYTKA Joe Pytka, director/DP; Tara Fitzpatrick, executive producer; Linda Masse, producer. Shot at Universal Studios Stages, Universal City, Calif. Editorial: Crew Cuts Sherri Margulies and Matt Shapiro, editors. Postproduction: Nice Shoes Chris Ryan, colorist. Visual Effects: Semerad Johnnie Semerad, animation director/visual effects supervisor; Amy Taylor and Steve Holiner, executive producers; Boris Ustaev and Anderson Ko, lead animators; Sandor Toledo, Sam Cuttriss, Chip Lotierzo, Michael Lasker and Steve Parish, animators; Kris Rivel, CGI supervisor/technical director; Dave Bernkopf, assistant set supervisor; Steve Koenig, Kim Harv
The Best Work You May Never See: A Trailer For Director Rosie Morris’ Docushort On Young Carers In The U.K.
This trailer is for the new documentary short Is Mum OK, which shines a light on the hidden realities faced by young carers in the U.K.
In the U.K., a carer is generally anyone who looks after a family member, partner, or friend who needs help due to illness, frailty, disability, mental health issues, or an addiction. Crucially, this refers to carers who provide this support for free.
The short follows a group of young carers in Waltham Forest, East London, who are given access to much-needed respite through a dedicated local initiative, Young Carers Club, a fortnightly respite evening where they can socialize, eat and spend time with others who understand their experiences.
It explores both the beauty and the burden of caring from a young age, while highlighting the need for greater recognition and support for young carers across the U.K.
Commissioned by Guardian Documentaries and produced by Uncommon Creative Studio, Is Mum OK was released during Carers Week 2026 (June 8-14)--with this year’s week themed around building carer-friendly communities
The film will also be screened to members of Parliament, urging them to bring young carers’ rights to the top of the social care agenda
Is Mum OK was directed by Rosie Morris, who had firsthand experience of being a carer for her mother.
There are estimated to be at least one million young carers in the U.K., many of whom remain unidentified and unsupported.
Director Morris said, “This story is deeply personal to me, rooted in my own experience of caring for a loved one. Caring for my mother three years ago was one of the hardest and most meaningful experiences I have ever had. My difficulty in transitioning out of being a carer and... Read More
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