GENX Ad Campaign
Bringing an engine to the whole world.
It wasn’t just a new engine. It was a new era in global travel. Something this monumental needed a campaign that was equally compelling.
Everything comes together
As a revolutionary new engine came into service, it brought with it technological advances that opened up the world. So much so, that it could essentially become part of the culture of the countries to which it flew.
The executions combined unmistakable visuals from destination cities with the engine’s most prominent feature, its multi-bladed fan disk. To blend these elements, Kitestring brought together stock photography, live models and CG imagery, seamlessly melding the real and the virtual. The result was an astonishing, award-winning campaign.
The flight plan
- Live models
- Iconic stock photography
- Striking color
- Unmistakable cultural elements
- CGI-created fan blades
- Images for Print ad campaign
- GE Aviation
This multi-layer image features the unmistakable London Eye, modified by CG to include the exact number and shape of the fan blades found in the GEnx engine.
One amazing shot.
The London Eye image combines three different stock photography shots. Each was chosen for its prominent display of a necessary element: the Eye itself, the water of the Thames river and a striking night sky to serve as the background canvas.
The struts of the Eye were replaced in CG with virtual metal, shaped to match the contour and number of the fan blades. The colors of every surface were then retouched to match the dramatic tones of the sky.
Korean fan shot
Rich cultural heritage and rich colors combined to take the GEnx to Korea.
Unreal images start with real elements
This image combined many different things that were never in the same room at the same time. The background was a stock photograph of a room decorated with traditional Korean elements. The live model was photographed against a neutral backdrop, then placed into the background shot using CGI photo manipulation.
The fan the model is holding was real in the initial shot. However, it was removed in CGI and replaced with a virtual fan that had been modified to duplicate the fan shape and blade number of the actual GEnx engine.
Capability means unity
Dallas, Denver, Japan, Seoul and London were perfect backdrops to show how the GEnx makes everything the world has to offer more accessible than ever.
The versatility and power of KiteString were a perfect environment, and a perfect metaphor, for the introduction of such a revolutionary engine. Multiple disciplines and visual elements came together to show how skill and technology can literally change everything for the better.
Ready to soar?