Whitehouse Post and BBDO Explore the Power of Innovation for GE

Whitehouse Post Editor James Dierx recently collaborated with MJZ Director Dante Ariola via BBDO New York for “What Would Happen,” a stunning new spot for GE.


The piece deftly highlights GE’s focus on technological advancement with captivating imagery and smooth pacing throughout. To capture the spot’s sublime natural beauty, the crew traveled to Johannesburg and KwaZulu-Natal, South Africa for the shoot. Exploring life’s curiosities, the film asks what would happen if energy could come from anything, power could be anywhere, and light could seek out the dark, before answering with a simple and inspiring, “anything.”



Client: GE
Title: “What Would Happen”
Air Date: 7/15/14

Agency: BBDO
ECD, Copywriter: Michael Aimette
CD, Art Director: Eric Goldstein
SVP, Senior Director: Peter McCallum
Account Director: Lindsey Conklin
SVP, Group Executive Producer: Anthony Nelson

Production Co: MJZ
Director: Dante Ariola
President: David Zander
Senior Executive Producer: Scott Howard
Producer: Natalie Hill

Editorial Co: Whitehouse Post
Editor: James Dierx
Executive Producers: Lauren Hertzberg, Joni Williamson
Producers: Melanie Klein, Joanna Manning

About Whitehouse Post:

Whitehouse Post believes in the art and craft of editorial storytelling built in a creative and supportive environment. Central to this philosophy is an emphasis on nurturing the best young talent into excellent storytellers who consider the importance of visuals, music and sound working together. Production and finishing partnerships with sister companies Cap Gun Collective and Carbon VFX, as well as with design-driven production company Gentleman Scholar, further cement Whitehouse Post as an invaluable creative resource for its clients. The studio’s deep reel of notable spots for high-profile brands and work on feature films and documentaries have earned hundreds of honors from AICP, BTAA, D&AD, Clio and Cannes.