With the help from Sao Paulo's citizens, GE coloured a gray city and turned it into an open sky art gallery. And by doing that, it managed to create a new action for the brand in a city that banned advertising in public spaces. On the internet, people found out about the artists, chose the works and followed live the art being displayed. The artists got inspiration from GE's innovations: trains and turbines, technologies that allow the re-usage of water, pocket ultrasound and wind energy generators. GE. If we can imagine, we can do it.
Role: Digital Creative Direction, Concept and Head of Art