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.