L&C shares a glimpse of the present, by way of the past, in new smart home campaign for GE Lighting, a Savant company

The first three films of the new effort by L&C NYC take a humorous approach to show how the practicality of CYNC’s smart home technology would have seemed like magic in decades past.

Published On
Jul 29, 2021


The CYNC brand includes innovations that make the many benefits of a smart home more accessible and personalized—all while being easy to install and operate. This year, GE Lighting, a Savant company ventured beyond lighting and into the outdoors with its introduction of new products including an Indoor Smart Camera and Outdoor Smart Plug.

“Our goal was to find a way to connect with consumers’ needs around safety, comfort and convenience that the CYNC smart home family of products could solve. This campaign concept provided a clever way to remind the audience of the long-time relationship with the GE brand while causing them to wonder how they ever lived without the CYNC smart home system,” says Rochelle Hartigan, Marketing Director, GE Lighting, a Savant company based in Cleveland. “The well-known GE brand is the perfect vehicle to emphasize the practicality and ease of the new CYNC smart home products,” says Gian Carlo Lanfranco, CCO and Co-Founder of L&C.

The films were shot by The Colony’s David Gaddie, recently ranked as the number four director in North America by The One Show Global Creative Rankings 2021.




Jul 29, 2021
Agency :
Client :
GE Lighting
Brand :
Marketing Director :
Rochelle Hartigan
Product Manager :
Danielle Shrider
Brand Public Relations Manager :
Mary Ann Milo
Brand Consultant :
Katharine Ricci
Chief Creative Officer & Co-Founder :
Rolando Cordova
Chief Creative Officer :
Gian Carlo Lanfranco
Managing Director :
Tara Levine
Copywriter :
Ana Lins
Copywriter :
Greg Collins
Copywriter :
Gian Carlo Lanfranco
Art Director :
Rolando Cordova
Art Director :
Ana Lins
Executive Producer :
Camden Elizabeth
Executive Producer :
Oscar Thomas
Consumer Insights & Strategy :
Rachel Eden
Head of Innovation :
Jayson Fittipaldi
Production Company :
The Colony
Production Company :
Open Flame
Director :
David Gaddie
Executive Producer :
Andrew Swee
Line Producer :
Mark Krumper
Production Designer :
JT Camp
Post Production / VFX / Edit / Color :
Afterparty VFX
Post Producer :
Joe Durkin
Editor :
JP Cadaveira
Colorist :
Anastasia Cipolla
Motion Graphics Designer :
Shruti Ashok
Brendan Fitzgerald
Assistant Editor :
Kogan Lee
Music & Sound :
Squeak E. Clean Studios
Senior Sound Designer / Mixer :
Stuart St. Vincent Welch
Senior Post Producer :
Angelina Phengphong

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