Late last year David Sparshott was approached by Brookyln’s finest Doubleday & Cartwright and asked to work on a huge project for US corporate giants General Electric (GE).
The agency were striving to build a sports-relevant campaign to articulate GE’s Internet of Things innovations. As athletes know, incremental improvements — in training, nutrition, or strategy — can lead to major gains. Using this analogy the agency build a campaign to show the same rules apply to industry in the information age. A content-driven campaign known as “Game of Inches” was build around this premise.
To bring this all to life they turned to David, seeing his illustration as having the tactile quality required to communicate the human story behind the technology. As well as still illustrations, his work was also animated into a series of short spots. You can watch the full set here.
The campaign rolled out across Instagram, Pinterest, Twitter, Tumblr and a YouTube campaign promoting the “Game of Inches’ during the Super Bowl XLIX.