Picture this: you’re about to watch a video on YouTube, but first, you have to sit through a forced advertisement. This ad introduces La Langue – a fictional toothbrush that mimics the movements of a human tongue. This bizarre yet meticulously designed product is presented as an essential item for personal hygiene.
Director Writer and Producer – Béla Baptiste
Béla Baptiste: Born in Berlin, he developed his love for filmmaking while growing up immersed in Paris’s rich theater and opera scene. He later moved to Vienna, where he earned an MFA in film directing from the Filmakademie Wien, where Michael Haneke taught. As a director, he values understanding the process from both sides of the lens. His work as an actor has shaped his approach, particularly his role as narrator Dieter Albrecht with the closing words in Martin Scorsese’s Silence. His most recent project is The Obelisk, a feature film following the success of The Dutchman’s Pipe, a commissioned short film. Currently, he is in pre-production for The Box, a full-length adaptation of a theater play. At the core of his work lies a fascination with the juxtaposition of opposing forces—a recurring theme in his storytelling. He also embraces humor as a powerful narrative tool, believing that “we can laugh about everything, but not with everyone.
Director Commentary
In today’s society, our wants and needs are constantly shaped by fleeting advertisements and the promise of innovation, leaving us to question the necessity and absurdity of the products we consume. This project delves into the surreal experience of digital consumption and the creation of unnecessary desires. Through this project, we aim to ask: why do objects of desire exist? What compels us to constantly seek out the newest thing, even when it seems completely ludicrous? This artwork challenges viewers to reflect on consumerism and the often ridiculous lengths it drives us to. It encourages introspection on the true value of the products we encounter and the motivations behind their creation. In a world bombarded with advertisements, what truly holds importance and what is merely a result of our insatiable thirst for novelty?