GE
Two Words for Tomorrow
client: The One Centre / GE
role: Experiential sound design, composition, sonic identity
I composed the overarching musical theme and audio mnemonics across all touch-points including audio-enabled video billboards at bus shelters, a web and TV campaign leading up to the event, as well as digital kiosks at the event, which was held in Sydney and led by GE CEO Jeff Immelt.
Two Words for Tomorrow was a trans-media brand activation created by The One Centre for GE in 2013. In two words, Australians were asked to share what they feel is the biggest challenge facing the nation’s future. The results gave GE a platform to talk about how it’s helping solve the world’s toughest problems in energy, healthcare, water and transportation. The One Centre won GE’s Global Digital Excellence Award for this project.
The One Centre created all digital and physical touchpoints for the campaign across multiple cities. People could submit their two words on the campaign website, Facebook app, on-site installation or via interactive banners and widgets on news sites. Audio was present across all platforms from online to physical. I created all the music and audio you hear (above).
A feature of the Two Words for Tomorrow project was The One Centre’s generative digital artwork and installation, the Two Words Waterfall. Designed as two LED towers circled by six polling kiosks, visitors could submit their two words and watch as they appear then digitally transform to join Australia’s ‘live data stream of consciousness’. The installation toured Australia’s capital cities and served as a public touchpoint for the campaign as well as cutting-edge digital artwork symbolising GE’s technological creativity.