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BRANDING NEWS: GE creates holographic engine

General Electric (GE) has created a holographic game designed around one of its jet engines.

It worked with advertising agency BBDO and holographic illusion specialist Musion to bring the GEnx jet engine to life during Creative Week in New York, a celebration of the best in advertising, design and digital media during 7-11 May.

The six minute gaming experience, named ‘Throttle up’ enabled participants to construct and explore the virtual engine by using arm movements to control the parts.

Ian O’Connell, director of Musion, said, “The experience brings a new dimension to the way companies can think about advertising. Holographic projections that individuals can interact with, study closely and control, are hugely effective for product display and educational purposes.”