GE Beautiful Law

Beautiful Law

The first law of thermodynamics states that energy can not be created or destroyed. But GE is imagining how it can be passed onto the next generation.

A person walks through a large dark library

Our NY VFX artists, led by Vicky Osborn (Creative Director), Andre Vidal (VFX Supervisor/Compositing Lead) and Pat Ross (CG Lead), collaborated with director Frederic Planchon, Anonymous, BBDO and colourist Jean-Clement Soret of Company 3 to bring to life the mesmerizing spot, which celebrates GE’s past, present and future.

In order to capture the dreamy essence of the spot, Framestore’s artists crafted the key CG elements seen throughout the sequence, including the CG wind turbine and plane flying through the grandiose library, ensuring every detail conveyed the surreal look and feel.

The CG library extensions presented an exciting challenge, demanding meticulous attention to detail due to their size. Artistically, the team creatively addressed the task of making the expanded architecture visually engaging, incorporating realistic lighting and texture into a seemingly unreal space. This was achieved through a combination of CG and compositing, resulting in a captivating spot that highlights GE's history and ongoing commitment to innovation.

GE Beautiful Law still
GE Beautiful Law still


Chief Creative Officer, BBDO New York
Matt MacDonald
SVP, Senior Creative Director
Kara Goodrich
Creative Director
Cesar Finamori
EVP, Senior Director
Jim Santora
SVP, Senior Director
Lindsey Cash
VP, Account Director
Isabella Dudley
Account Executive
Romney Morgan
Chief Strategy Officer
Nicole Granese
Strategic Planner
Ankit Mehra
SVP Group Executive Producer
Kim Kietz
EVP, Director of Content Production
Alex Gianni
Senior Producer
Chloe Evans
VP, Business Affairs
Kathleen Bannon
Senior Music Producer
Julia Millison
Music Consultant
Wren Schmit
Production Company
Anonymous Content
Frédéric Planchon
Managing Director/EP
Eric Stern
VP of Commercials
SueEllen Clair
Head of Production
Ena Nicole Abadjian
Paul Ure
Czech Production Company
Managing Director
Matthew Stillman
Head of Production/Executive Producer
Michal Škop
Executive Producer
Lida Ashwell Ordnung
Line Producer/Executive Producer
Adam Lux
VFX Creative Director
Vicky Osborn
VFX Supervisor & Compositing Lead
Andre Vidal
CG Lead
Patrick Ross
Concept Design
Menelaos Peristeridis, Nikola Yordanov, Joe Comeau, Michal Karcz
Sean Curran, Yarim Machado
CG Animation
Marco Marenghi
CG Assest Modeling
Soren Barton, Kira Yu, Vicky Stuart, Kaho Horiuchi, Stone Cleven, Jim Vidal
CG Asset Texture/LookDev
Kira Yu, Kaho Horiuchi, Rui Yang, Jim Vidal
CG Layout
Victor Farag, Marco Marenghi
CG Lighting
Richard Shallcross, Joey Sila, Kayla Whitehead
Mitch Deoudes, Francois Duchesneau, Ed Twiss
Steve Drew, Kane Herd, Danny Popovic, Abhishek Singh, Sang Kim, Melissa Graff, Aaron Wei, Alexander Harding, Jason Tsai, Millicent Brennan, Navid Begherzadeh
Matte Painting
Ivo Horvat, Pete Pace, Menelaos Peristeridis, Callum McKeveny
Flame Finishing
Andre Vidal, Devon Taylor
VFX Editor
John DiMare
Framestore NYC Head of Studio
Tara Maloney
Framestore NYC Head of Production
Veronica Ware
Executive Producer
Nick Fraser
Bidding Producer
Nadia Brent
Catherine May
Production Coordinators
Meghana Penumarthi, James Bolan
Company 3
Jean-Clément Soret
Work Editorial
Managing Director
Erica Thompson
Executive Producer
Alejandra Alarcon
Head of Production
Chirs Delarenal
Senior Producer
Samara Kelly
Assistant Editor
Joey Tuzzolino