We created a short, stop motion storybook, illustrating the wonder of innovation. Instead of creating a TED-like documentary piece, we aimed to make it metaphoric and imaginative.
GE’s post-roll viewership rose from an average of 19-seconds to an awesome 55-seconds.
The story of light is the incredible story of civilization itself. We have used light for survival, to learn by, to entertain and express ourselves, mold experiences, and illuminate our imaginations. Inspired by such a singular story we set out to create a handmade storybook fantasy illustrating milestones in the history of light. Each chapter invites us through the annals of history, leading to present day where a new set of possibilities are yet to be realized in the light of tomorrow. Knowing that we were developing creative specifically for the imaginative TED audience allowed us to think big and inspire the best from the extraordinary team of artists it took to bring this story of light to life.
Director: Josh Nussbaum / Partner: TED / Client: GE