The Additive Paradox

GE wanted to raise awareness around a cutting-edge technology: additive manufacturing. This process uses lasers and metal powder to create industrial parts that are stronger, lighter and more complex. Leaning into these seemingly impossible contradictions lead to “The Additive Paradox” series. Each of the seven videos in this series defies the viewer’s expectations, then explains that the contradiction is due to a benefit of additive manufacturing.

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CREDITS:
James Kuczynski, Creative Director
Alex Mulhearn, Associate Creative Director, Copy
Meghan Howell, Senior Art Director
Winston Noel, Copywriter