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The birth of modern advertising

Adolfo Conti
Berlin, Essen, Hamburg, Munich, New York. Vienna.
52 minutes

Young and beautiful people.  The product clearly on display along with its trademark. A witty (or at least amusing) presentation. These are three cornerstones of advertising that we still encounter every day. They are not a recent invention, nor are they the fruit of scientific research of the artistic avant-garde.They date from over a century ago when a unique group of artistic talents in Germany initiated the golden age of commercial art and design. At the very beginning of 20th century the first modern advertising poster was created in Berlin: the Priester matches poster.  The Plakatstil was born. Lucian Bernhard, Ludwig Hohlwein, Julius Klinger: these were the three artists who revolutionized the approach to advertising and left us a heritage of ideas that are still valid today. They turned away from the complexity of Art Nouveau and propagated a more modern outlook on poster art.Each of them created a style of his own, each of them came up with original solutions, each of them made different choices in their lives.Through their works and their destinies we will tell the story of the birth of modern advertising. Three different but equally dramatic fates. Ludwig Hohlwein worked in Nazi propaganda, Lucian Bernhard left Germany for the United States, Julius Klinger died in a concentration camp.


 a production by Doc Art

in coproduction with Leonardo Film, NDR and AVROTROS
in collaboration with ARTE and RAI Cinema
in association with DR, ERTRSI
cofunded by the European Union - Creative Europe - MEDIA and by  Nordmedia - Film und Mediengesellschaft Niedersachsen / Bremen mbH
written and directed by Adolfo Conti

screened by Muriel Borchart   Juergen Doering  René Grohnert  Roland Gruschka   Steven Heller Anna von Karstedt Juliet Kinchin Peter Klinger  Anita Kuhnel  Hellmut Rademacher  Hubert Riedel  with  Giovanni Carta   Thomas Landl

produced by Amalia Carandini  Adolfo Conti

executive producer  Ilaria Sbarigia

direction of photography, editing and graphic   Eugenio Persico

music Pasquale Catalano

cameraman Henri Fried   

additional camera Antonio Costagliola di Fiore Matvey Rodov

sound recording   Jan Schmiedt

animation   Daniel Cloeren

grading and audio mix   Manuel Weingärtner

editing assistant Giulia Peruzzi

production assistant Ute de Groot

accountant  Paolo Lanari 

legal consultant   Sergio Giorcelli