Helping GE Appliances Grow Their House of Brands
I had the opportunity to lead the creative growth of our relationship with GE Appliances as CCO at Scoppechio. When I started, the relationship was good, but there was an opportunity to expand our reach. We were constantly up against national agencies competing for campaign and project work across their entire house of brands which included GE, Cafe, Monogram, Haier, and GE Profile.
Ultimately, the work I led and helped execute achieved excellent results that led to opportunities to create everything from large scale digital campaigns and brand work to VR and AR experiences, websites, rich content, advertising, video and more. This also included creatively leading the pitch that won GE Profile’s social channels. Overall, I was part of the team that helped double our agency’s billings and craft more meaningful brand, digital and production across their house of brands.
Check out the sizzle of some of the different projects below which consisted of digital, social, ecomm, interactive experiences, content, advertising and video. Then scroll down to see more. There’s more GE work sprinkled throughout my portfolio, so take a look.
Credits: Pete Maniscalco, Brandon Clements, Charlie Moody and Max Hartz
Cafe & GE Appliances
Cafe, one of GE’s higher end brands, was in the process of a refresh. I managed the implementation and evolution of aspects of the brand, helped craft advertising, product videos, interactive content, full-funnel digital, promotional, social, packaging, and more. I also was responsible for spearheading our agency’s research and development around 3D/CGI kitchens and product assets for use in media and online experiences.
Helping Create Innovative Experiences for Cafe
We led the way for GE Appliances in the creation of the virtual showroom. We started by building kitchens and products in CG/3D and then we used those assets to create advertising and interactive experiences in social, paid media and on their new DTC sites and partner sites. The images below are a small sampling of the virtual CG crafted spaces and products we made. Some of these assets were used in the creation of the work you saw above.
We utilized photography guides and mood boards to build our kitchens to match the look and feel for the brand. Creating these virtual kitchens ultimately saved the client money related to creating new assets and new work. We achieved greater efficiency and quality because we could update our assets on the fly and change the environments, lighting, finishes and more without having to go back on a physical set. We utilized the kitchens we built for a coffee pot product launch and other needs.
