Anyone who’s ever been through a home remodel knows, the world of kitchen appliances can be kinda boring. Instead of cranking out the usual set of limiting options, GE Café wanted to disrupt the status quo. We helped add some sparkle to an often-dull category with a fresh campaign and revamped toolkit to reflect how far the GE Appliances Café line—and its audience—had evolved.

With their creative director, TK Wismer, front and center, we created seamless visual connections between wardrobe and environment—making the kitchen feel more like a runway than a showroom. More than a refresh, it was a creative evolution—one that helped lay the creative foundation for Café’s next chapter.

Oven mess is unavoidable. But clean up can be easy.

We helped launch the first-of-its-kind removable EasyWash Oven Tray—producing a creative toolkit designed to connect busy consumers with GE’s promise to “cut down cook time, speed up clean up.” Our relatable scenario depicted what’s possible when you take mess stress out of the kitchen experience.

In addition to being the best-performing concept the client has ever had in consumer testing, the concept will live on with plans for an expanded media rollout over a two-plus year period.