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. So they tapped us to help add some sparkle to an often-dull category with a fresh campaign and revamped toolkit to reflect how far the line—and its audience—has evolved.

Most budget-friendly appliances still offer the same cold, stainless sameness. Since 2018, Café has been breaking that mold by offering premium-level creativity and customization to the mass market. For their core audience of design junkies, the kitchen is more than a place to cook—it's a chance to flex personal style. The product already stood out. It just needed a splashy campaign to bring home the powerful message of self-expression.

We anchored the campaign with an eye-popping shoot in Café’s new “Vibrant Vibes” kitchen, styling every moment to reflect customization, choice, and style. 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.