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)

Original title Der Auftritt Director, scriptwriter Harun Farocki Cinematographer Ingo Kratisch Second cinematographer Rosa Mercedes Editor Max Reimann Sound Ronny Tanner Production Harun Farocki Filmproduktion, Berlin, for 3-sat, Mainz Producer Harun Farocki Executive producer Ulrich Ströhle TV-producer Inge Classen Format video-BetaSp, col., 1:1,37 Length 40 min. First broadcast 14.07.1996, 3sat