For the first time in 10 years, the GM Renaissance Center (GMRENCEN) had premium real estate available. Located in the heart of Detroit, they wanted to attract the visionaries, the movers and shakers, the next-big-things. To convey this in a concept, we had to grab their attention and hold on, and a photo of an office space wasn't going to do that. With the mindset of "you rise to the occasion, and so do we," came this energized, bold campaign to entice those that think a little differently. This campaign was built as spec work only.