GE's annual Black November campaign is their biggest marketing campaign of the year. We wanted to create something special that incorporated sentimental holiday memories and the GE appliance features that help bring them to life and make prepping for the holidays easier. We decided on using polaroid photos as a framing device to communicate these timeless holiday memories that are often made in the kitchen. Each appliance and feature received a holiday memory to accompany it: such as cooking turkey in the oven using Air Fry technology, storing pie in the fridge which is Fingerprint Resistant, and cleaning up everything by washing dishes in the dishwasher powered by Dry Boost™. We created a storyboard to prep for each shot we wanted to get at our photo and video shoot, shot content, and executed the marketing campaign to support multiple retailers including The Home Depot.
We also worked with influencer and chef Damaris Phillips to create TikTok and Instagram reels content featuring holiday recipes using GE appliances.
Creative Director: Peter Maniscalco, Copywriter: Andrew Norris, Producer: Russ Caldwell.