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Nov 2016



Mountain View Group


Simon Umlauf



Creative Direction



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General Electric’s legal and compliance division required a video that walked employees and partners through the do’s and don’ts of business around the world. Our initial presentation (pictured below) featured a multi-layered marriage of GE technology and the people that sell, manage, and buy it.


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Unfortunately, GE’s appetite for such a progressive visual approach didn’t exactly rise to the occasion. As the script became more concrete (and longer), the concept of a unifying element, the Integrity Thread, that is woven throughout the spirit in which GE conducts business came to the forefront. After about seven rounds of style frames, the direction that had the most buy-in was one that took the viewer on a journey through a digital world, riding the thread from chapter to chapter.