The K Show is the world's biggest exhibition for the plastics industry. SABIC wanted to draw as many potential customers to their stand with a spectacular, immersive attractor screen. As Creative Director for the attractor screen, I presented several creative concepts, developed the chosen direction, sourced the right production partner and scripted and directed 13 separate films. The hero film explained SABIC's new chemical recycling process that means household plastics can be fully recycled into brand new products, or indeed exactly the same product again.