A team of advisers is brought in to manufacture the image of Marchand, producing social media profiles, commercials and a new public persona. Conflict arises when it is revealed that not everyone is who they present themselves to be. At his country estate, a rich businessman who wants to be president is groomed by a campaign team to create an image palatable to middle-class voters.
Acting
Diego De Paula's dead-eyed transformation into human focus group.
Writing
Sharp jabs at how 'relatable' gets focus-grouped into existence.
Direction
Hendler keeps the absurdity grounded in recognizable campaign machinery.
Director
Daniel Hendler
Trivia, insights & behind the scenes
Released during Argentina's 2015 election cycle, the film landed with uncomfortable timeliness as outsider candidates flooded global politics.
The country estate setting deliberately mirrors classic Latin American 'estanciero' political tradition — old money learning new tricks.
UY
