Technology giant GE comes on the heels of Honda’s ‘Dream The Impossible’ documentary series and a range of similar initiatives by other brands, announcing the release of 30 documentary short films built around the theme of “the incredible human power of ideas and invention.” For the new project, the company teamed up with CINELAN, the publisher of three-minute non-fiction videos headed by Morgan Spurlock and Karol Martesko-Fenster, and a roster of celebrated documentary filmmakers.
“We want filmmakers to embrace this concept and deliver an authentic documentary film in their own voice. Since these films will highlight exceptional people and world-changing ideas that have impacted the course of human development—stories with a broad international reach—it made sense for us to partner with GE, a company whose own mission is in alignment with our goals for this project,” commented Spurlock, who earlier this year presented his ‘POM Wonderful Presents: The Greatest Movie Ever Sold’ film, dedicated to the art of product placement.
Starting early 2012, the vignettes, created to celebrate innovation and inspire positive change, will be screened at a range of prestigious festivals including Sundance Film Festival, Toronto International Film Festival and the Tribeca Film Festival as well as other big events in the cinema industry all around the globe and via online channels. All the details on who will get featured in the films, when exactly they will arrive and where will be available to view, will be announced this fall.
“We’re excited to partner with CINELAN and Morgan Spurlock to celebrate the spirit of invention. Through the authentic lens of documentary filmmakers, we will highlight global visionaries who have made an impact, and hope to inspire people to continue to work to change the world for the better,” added Judy Hu, Global Executive Director, Advertising and Branding of GE.