GE/Star Wars "Kitchen Suite"

Three Days in LA

Three days on an LA sound stage. GE Profile's new kitchen suite, dropped inside the world of the campaign. A desert horizon outside the windows, a TIE fighter passing overhead, a very curious BB8 rolling around the island.

Practical Where It Counts

The kitchen, the actors, and BB8 were all real on set. ILM handled everything beyond the windows. The desert background, the spaceship interior, the lone TIE fighter cutting across the sky.

Working with Yedlin

We had the privilege of working with cinematographer Steve Yedlin, who helped shape the look and camera direction on set. The challenge of the edit was showcasing a lineup of kitchen products inside a world this big without letting either side disappear.

Smart Dispense Activated

I cut the spot with all the scratch VO done in my own voice. One of those was a robotic line for the washing machine: "smart dispense activated." When they brought in real voice actors for the final mix, somehow that one slipped through. My robot voice made it into the finished commercial. The kicker: the washing machine doesn't actually talk.