GE’s Disruption Lab endeavors to tell compelling stories to the consumer public about the future that GE is building for the industrial world.
While GE conducts ongoing, in-depth studies of various subjects, they are rarely known to the public. GE tasked us with heralding the result of a decade of development in materials engineering — highly resilient Ceramic Matrix Composites (CMCs). This new super-material can withstand an unprecedented 2,400ºF operational temperature, and will be instrumental in creating the next wave of more efficient jet engines, wind turbines, and locomotives. To educate the public about these impressive materials, the story of the ‘science of heat’ was born.
GE launched a limited edition, ultra hot sauce, the 10³² Kelvin, to celebrate the birth of the extremely heat-resilient CMCs. Together, we designed a launch experience for 10³²K hot sauce at the New York City Hot Sauce Expo to promote GE’s smoking hot creation and to make it relevant to the public.
To turn up the experience, we created a thermal imaging powered GIF photobooth to help people see, taste, and feel the science of heat. The built-in thermal camera allowed visitors to see immediate physical body temperature changes after tasting the hot sauce, and provided GIFs to share on Instagram. The final experience was spicy-fun and interactive, while still educational for visitors through immersive environmental infographics that explained the science behind both thermal imaging and the advanced materials GE designs.
After the success of the Photobooth experience, GE expanded the activation to five college football games across the country to creatively demonstrate GE’s cutting-edge technology to the next generation of potential GE engineers — culminating in a 10-day installation at Super Bowl LI in Houston, Texas. Soon after, we partnered with GE’s energy team and further extended the journey to their annual industrial summit in Florence, Italy. “The Science Behind the Perfect Shot of Espresso” became our new subject for thermal inquiry. The Refuel Café was born, providing summit attendees high-quality coffee with a side of industrial infographics, and an in-depth animated broadcast that explored the science behind the perfect shot of espresso.
Client: GE Energy, Agency: Type/Code, Role: Digital Art Director