THE ARCHETYPE PROJECT

2016 | 9:00 Min. | 4K | mono | videoprojection

Director | Editor | Script | Marko Schiefelbein
Cast | J. Burrell, L. Lippstreu
Director of Photography | Gaffer | Key Grip | A. Motzel
1st Camera Assistant | Grip | J. Piechotta
Sound Engineer | M. Stern
Dolly Operator | J. Schunk
Documentation | Clapper | V. Rischke
Wardrobe | Dresser | Catering | Script | M. Krebs
Production | videoframeberlin

THE ARCHETYPE PROJECT re-stages a situation from a „Marlboro Maybe“ advertisement billboard. While the quiet protagonist is unable to enter the stage due to stage fright. The second character, whose role is based on the Marlboro Cowboy, uses the spotlight to reckon with the shortcoming of the „Generation Maybe“ and urbanity. In his ongoing and analytic monologue he manages to manifest himself by partly using phrases from Marlboro advertisements. The work examines how role models are created and used in advertisement to generate a relationship of domination and inferiority.