what brand <are you?> reconnoitering happiness Dissertation for the diploma of Master of Fine Arts College of Fine Arts, University of New South Wales By: Marlo Bodzick Sydney November 2005 Abstract Today desires are often confused with needs. As a result, we in the so-called highly developed countries cause ourselves unnecessary unhappiness by holding ourselves up to increasingly higher standards. These standards often seem inescapable, yet a thoughtful and deeper look would immediately identify them as mostly virtual. In what brand <are you?>, reconnoitering happiness, I explore personal happiness in today’s consumer society and our emotional relationship with objects, through an experimental documentary. This hybrid documentary uses classic elements of the interview driven genre such as contrasting vox pop with professional interviews to produce the story. At the same time it incorporates an aesthetic that crosses broadcast journalism and MTV music videos. By using this fast paced digital aesthetic based in motion-graphics, coupled with split as well as multiple screens, I reference the hyper-reality created by advertising and bestowed upon brands. In my video I raise, and sometimes provoke, questions such as: What is our ‘brand’ as people? Are we too, objects that can and should be branded? How do we feel about that? Why do we attach ourselves so strongly to certain things or brands? Do we believe it will make us happy? Where does happiness exist for us? What does happiness mean today on a personal level and in broader terms? what brand <are you?> is a moving portrait of today, whose value lies in the questions raised—prompting the viewer to reflect their significance on a personal level—and the meaning that can arise from the contemplation of their answers. Acknowledgements I would like to thank John Colette not only for his guidance but also for teaching me a great lesson in life, Michael and David from the resource center for their advice, Lynne for her kindness, Clinton and Gary for giving me hope, Caroline for her encouragement, advice and support, Rose who always came through for me, and of course my love Michael who helped in too many ways to count and whom I couldn’t have done anything without. Table of Contents 1 INTRODUCTION...................................................................................................................................3 Weltschmerz........................................................................................................................................4 BRAND?.................................................................................................................................................10 Starting Point....................................................................................................................................10 What is a Brand?...............................................................................................................................11 Image and Emotion...........................................................................................................................11 Lovemarks.........................................................................................................................................14 Redefining Happiness........................................................................................................................15 HAPPINESS?............................................................................................................................................16 Wallowing in Happiness....................................................................................................................16 What Exactly is Happiness?...............................................................................................................16 Flow..................................................................................................................................................19 HAPPINESS OR IS IT?...............................................................................................................................21 Ubiquitous Brands.............................................................................................................................21 Happiness Redefined.........................................................................................................................21 Affluenza...........................................................................................................................................22 Where Are We At?.............................................................................................................................23 3 PROCESS..............................................................................................................................................27 INSPIRATION...........................................................................................................................................28 The Bedrock......................................................................................................................................28 DOCUMENTARY APPROACH ....................................................................................................................29 Voice.................................................................................................................................................29 Aesthetics / _Sub...............................................................................................................................30 Reasoning.........................................................................................................................................31 Product Interviews............................................................................................................................33 Blue Room Technique........................................................................................................................34 Compositing/Visual Style...................................................................................................................35 For Instance:.....................................................................................................................................36 PERSON TO PERSON INTERVIEWS.............................................................................................................37 The Artform.......................................................................................................................................37 In the Streets.....................................................................................................................................37 Nick Bleasel – Artist..........................................................................................................................38 Franco Marinelli – Commercials Director.........................................................................................39 Dr. Sharp – Director of The Happiness Institute.................................................................................41 Sherlock............................................................................................................................................43 Paul Moulds – Director of Oasis Youth Support Network...................................................................45 and Josh Peachy – Former Homeless Youth.......................................................................................45 Mark Green – Group Accounts Director at Saatchi and Saatchi.........................................................47 Juan Mann – Free Hugs Advocate.....................................................................................................48 Clive Hamilton – Author, Executive Director of The Australia Institute..............................................49 Tyson Colette – Three Years Old........................................................................................................50 TECHNICAL/EQUIPMENT .........................................................................................................................51 Production........................................................................................................................................51 Post-Production................................................................................................................................52 Rendering..........................................................................................................................................54 4 HAPPINESS!.........................................................................................................................................56 THE FIRST DAY OF THE REST OF OUR LIVES ............................................................................................57 1 The Little Things...............................................................................................................................57 Spilled Milk and Broken Glass...........................................................................................................58 Meaningful Ways...............................................................................................................................59 Small Steps........................................................................................................................................60