GE: The Freshpedition

When GE wanted to launch their newest, coolest refrigerator, they also wanted to shout from the rooftops that it’s built right here in 'Merica.

So we created a ridiculous product test: fill one with fresh food, hook it up to a generator and then drive it over 2000 miles from the factory floor in Kentucky to a barren desert where fresh food doesn’t even try to exist. In between knocking on wood that the stunt actually worked and that the food didn't spoil, we filmed the adventure in an over-the-top, reality show style with the help of the original director of Survivor and the producers of The Amazing Race. The mission, beyond performing a melodramatic product demo, was to find Ron Thompson, a homesick wildlife biologist stationed in the deserts of Far West Texas, and surprise him with a feast of his favorite foods along with his family to help him eat it. Role: senior writer/ACD