The Appearance

"The head of a Berlin advertising agency explains his proposed strategy to his potential client, a Danish optical company. The communication strategy that we ultimately came up with as a basis or any creative act or means of communication has three headings. The first is 'relevant, not arrogant'; the second, 'varied, not uniform'; and the third is, 'creative, not pushy'. These are essentially translations, strategic translations of your basic requirements and your analysis of the market, as well."

-- From the transcription of The Appearance

With The Appearance Farocki once again takes us into the world of advertising. An advertising agency has to pitch a marketing concept to an optician's consortium, represented by the manager who is the first to see the campaign. The logo submitted, "Eyedentity", is examined from every angle: it must simultaneously express both the company's dynamism and its reliability! A fascinating, dispassionate glimpse behind closed doors, where every detail is dramatised to win that lucrative contract.

-- Jörg Becker

Cinematographer: Ingo Kratisch; Second Cinematographer: Rosa Mercedes with Harun Farocki; Editor: Max Reimann; Sound: Ronny Tanner; Production: Harun Farocki Filmproduktion, Berlin, for 3-sat Mainz; Executive Producer: Ulrich Ströhle; TV Producer: Inge Classen