GE relaunches its production branch by exploring idioms like 'catching lightning in a bottle'

To introduce its reimagined creative production arm, GE released a series of three digital shorts that combine the spirit of science with an imaginative rethinking of several common idioms.

Dubbed “Unimpossible Missions,” the project from GE Theater aims to disprove cliche assumptions about the world by showcasing scientific and technological advancements from the GE Store, the brand’s name for its marketplace for research and innovation.

One of the shorts, each of which is just a few minutes long, is titled “A Snowball’s Chance in Hell” and combines technology from subsidiaries like GE Aviation, GE Global Research, GE Healthcare and GE Power to imagine a hell-like environment reaching temperatures of more than 2,000 degrees.

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