Our friends at the digital studio Cinelan had the bold idea to make short films focused on the simple idea of innovation, for GE. Directed by our compatriot, the Academy Award winner Ross Kauffman, “Fire with Fire” tells how the oncology researcher Dr. Carl June daringly pitted one epic disease against another to cure leukemia. Penn Medicine and Children’s Hospital of Philadelphia (CHoP) trusted us with their patients and with the science. We were proud to have our film showcased at the Sundance Film Festival and garner over 5 million hits across digital platforms. But what blew us away was when Dr. June told us the film has opened a clearer path to federal funding for cancer research.
GE asked us to create a 90-second broadcast spot to air with an hour-long CNBC documentary on the Industrial Internet. Of the many GE entities suggested, we chose a manufacturing plant in the tiny town of Minden, Nevada, to see how tiny diagnostic devices were made and used to maintain huge machines around the world. As a compliment to the technology, design, and global connectivity, director Ross Kauffman drew on the unmistakable warmth and camaraderie between employees who’d spent their careers working side by side at the GE plant.