In order to tell the story of how GE technology is heading towards finding and ‘highlighting’ cancer cells we wanted to create real world examples that everyone can understand.

Using only stock footage we crafted a clear concise message – using basic questions about a cow and a fish we simplified the value of knowing ‘which one of these items doesn’t belong’ and how useful that information can be.

This concept also harkened back to Sesame Street which was a great fit for the demographic makeup of our audience.