Client: GE Capital Writer: Alan Leonard Art Director: Jean Marcellino Agency: Doremus This piece, and the next one, were never produced. The task at hand was to convey the breadth of GE Capital's capabilities in the financial world, and to combat the supposed impression that it was "stuffy." Of course, we'd hate to alienate the customer base who were actually comfortable being associated with a solid, staid institution. Thus, this was our attempt to represent them as both conservative and vibrant simultaneously.