GE | Hold Your Breath

In a hospital neonatal intensive care unit, the first few seconds of a baby’s life can mean life or death. In Saudi Arabia, GE Healthcare trains medical professionals in advanced skills like neonatal resuscitation, helping neonatal babies to establish normal respiratory functions. Having been responsible for the digital GE account, I helped spearhead the GE KSA Saudi traditional pitch, and won. The goal here was to bring more emotion into B2B communications. The first video was filmed at the Simulation Center in King Fahad Medical City. The second video was filed mostly in Dhahran and Riyadh.

Agency: TBWA\RAAD
ECD: Martin Lever
CD: Melanie Clancy
Director: Johan Stahl
Production Company: Filmworks, Dubai

GE People Power:

Written by Mel