General Electric thought they needed a film that communicated all the different uses of their big ticket product „Testing Solutions“. The challenge was to fit all the unique selling points and functionalities into one sales film that would not be as long as a whole documentary.
The testing solutions product can test industrial engineering products from wind mills to jet engines. The list is so long that if each functionality were to be included the viewer would not get the overview of the product in a succint and compelling way.
The challenge was to fit all the unique selling points and functionalities into one sales film
What General Electric really needed was a story in three acts that would transport the essence of what they are prepared to offer their clients, WHILE mentioning the long list of functionalities as a titillating „by the way“.
The solution included all of the above, while taking the viewer on a journey with challenges, obstacles and solutions, a story in three acts that covered the requirements and provided the fuel of „interest“ generated by story-dynamics. An important point often forgotten in industrial sales films. Any film needs a spark of life, an arc, a through-line to hang the points of information on, otherwise they really are just a list of information.
