Mike Walsh of VSA Partners says, "The shape and grand scale of the element itself was bound to stand out—our challenge was how to activate such a unique canvas with relevant content. Merely adorning it with logos and taglines would have been a waste of the installation's potential stopping power. In the sea of stock imagery and corporate video that the average trade show has become, this screen afforded an opportunity for deeper, more strategic storytelling. In a 52-minute film, we were able to showcase GE's global commitment to working toward a healthier world in a manner that—in both form and content—stood apart from anything else on the show floor. 

From a process standpoint, nearly every team member we worked with, from our internal writers, producers, creative directors and editors to the directors of photography we hooked up with around the globe had the same initial reaction: "I think you gave me the wrong specs." No one had ever dealt with an aspect ratio that spanned 10 feet by 150 feet, and went in a full circle. From concept through execution it proved a rewarding mental challenge, even for some very creative minds used to pushing beyond convention."