Baker Hughes - Look to Us (Kevin Chan - Freelance Creative Director)

Introducing a new 100-year-old company

Role: Group Creative Director

When Baker Hughes planned to separate from GE as its own brand, we re-introduced them to the world in a whole new way. We launched the “Look to Us” campaign, presenting the story of Baker Hughes as an independent energy company that’s redefining what’s possible through the power of science, technology, and 100 years of expertise.

The campaign positions Baker Hughes as an authority while teasing goals that will soon become a reality through a series of provocative “what if” questions that challenges the audience to consider what’s next. This allows “Look to Us” to be more than just a campaign — but also a strong call to action to work with Baker Hughes.

What is an energy technology company?

We launched the campaign with an anthem film that answers this question to clearly establish our new positioning for Baker Hughes. The film, edited with a bold graphic style, relies on a mix of still and moving portraits of employees to paint a collective portrait of a company that’s made a bold commitment to move energy forward.

Deepen the story

We then deepened the story by showing how Baker Hughes is taking on the future of energy across three pillars of its business: industrial innovation, lower carbon emissions, and the people of Baker Hughes as the engine of change. Each film opens with a bold question that is answered within.

Can we reinvent the energy industry by doing more with less?

What if the oil and gas industry could eliminate its carbon emissions?

Can the world's top tech talent create the future of energy?

Tell the world

To complement the film assets, we also created numerous digitial display and print ads for key industry publications, as well as out-of-home executions that got the attention of audiences in key markets around the world from Times Square, to Texas, and the Middle East.