Rethink Your Shopping: This Hilarious Doc Challenges Consumerism!

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Director Ryan Andrej Lough (of ‘Mediterranea’ and ‘IO’) along with his crew including producer Adam McKay, are gearing up to provoke viewers into re-evaluating consumerism and extreme capitalism through their upcoming documentary titled ‘You Need This‘. The film will make its debut at the CPH:DOX festival, the Copenhagen International Documentary Film Festival, which continues until March 30th.

Is it still possible to challenge the control of the system before it’s irreversible?” questions a document page on the Copenhagen festival site, presented by Serra Naiman. “As you peruse this text, countless items are being purchased, only to be discarded shortly after. We mindlessly fill our carts with goods, wanting more and thinking less. Our fundamental needs have morphed into gears in a profit-driven machine that demands we work and consume until the end of our days. Yet, who truly governs this system, and can we break away? The piece You Need This delves into how consumerism and hypercapitalism mold our lives, society, and Earth.

In essence, modern economic structures share a somber resonance. They encompass mass marketing, advertising, and the manipulation of our aspirations, all leading us towards the pursuit of material success. Regrettably, this system is causing significant damage to our collective Earth, amassing vast wealth for a select few while leaving the majority with an overwhelming debt. However, there’s hope: we can still choose to reevaluate what truly matters.

Watch a trailer for You Need This here.

In his introduction to the film “You Need This,” Lough emphasizes that such movies are essential for us all. He contends that it’s crucial for our collective awareness as a society to recognize the power structures that control us from birth until death, causing global discord and devastation. These forces, he suggests, exploit the entire global populace solely to amass wealth for a select few who disregard the planet and the wellbeing of any society.

Clearly, Lough’s debut directorial venture, the movie titled thus, is bound to be an unsettling watch due to its bold exploration of the concept, “shop till you drop” redefined. As shared with THR, Lough aims to stir discomfort and tackle pressing issues head-on. “The film was designed to provoke thought and confront these topics,” Lough explains. “There have been films in the past that addressed similar themes, but many have faded into obscurity. I fervently hope this one will resonate with viewers. That’s all one can wish for, considering today’s short attention spans and the overwhelming media landscape. It’s tough to predict if a film or any creative work will make a lasting impression on people.

The director underscores that they put in a lot of effort to portray in their documentary that the topics and practices they examine are often perceived as American phenomena, but are actually powerful global influences. As Lough points out, “Consumer capitalism, though widely associated with 20th-century America, is simply an adaptation of capitalism.” Lough himself has lived more than half of his adult life in Europe, experiencing countries like Germany, Hungary, France, and Italy. He’s also traveled extensively, visiting places such as Afghanistan, Kenya, Rwanda, and Morocco. His travels have taken him to other parts of the world too, including Japan, which he describes as an extreme example of capitalism. Therefore, when creating this film and conducting research with our team of experts, the goal was always to present it as a global issue rather than an American one.

The movie explores one aspect, which is the way fashion goods are manufactured overseas using low-cost labor, imported into the U.S. and other countries for consumers to buy, only to ultimately wind up in a dump in Latin America or Asia.

The film’s main point revolves around how unchecked consumer capitalism is causing harm and fragmentation to our planet. As Lough explains to THR, “Governments have taken over this system and allowed it to run amok, creating wealth for a select few at the expense of the world and society.” The goal was to present this issue in a way that viewers from any corner of Earth, at any time, could grasp, challenge these destructive power structures, and realize their global impact.

Initially, Lough considered approaching the topics from the book You Need This through a four-episode limited series. However, securing financing for that proved challenging, so we opted to create a movie instead. I believe we succeeded admirably in condensing all this vital information into an engaging and thought-provoking 82-minute film without losing our audience’s interest.

How did Adam McKay, known for directing both “The Big Short” and “Don’t Look Up,” become part of this venture? According to Lough, they have collaborated on this project for the first time. Lough has been aware that McKay has long advocated for projects centered around such themes. In fact, McKay established Yellow Dot Studios, a non-profit production company dedicated to this cause. One of the producers for the film is this very studio, which aims to expose and dismantle the influence of big oil and other corporations that contribute to the global destruction of climate, environment, and resources.

Initially, Lough shared preliminary versions of the movie with friends like actor John C. Reilly, who also happens to be good friends with Adam. According to the filmmaker, when he sent it to John, he suggested that Adam’s involvement in the project would be beneficial, not just for increasing the film’s visibility, but also for refining research and aligning creative aspects. So, John showed the movie to Adam, introduced them, and Adam found the movie captivating and resonated with its message. Consequently, he decided to join the team. Since then, Adam has been a significant creative asset and a supportive producer in a demanding production environment.

As a gamer, I’m deeply invested in sparking change, and that’s exactly what I aim to do with my show “You Need This“. My mission is to challenge your perspectives by offering you insights backed by facts, thanks to the wisdom of academics and scholars. Art, whether it’s movies, music, or literature, has always been about questioning our world, making sense of it, and then exploring innovative ways to improve it. It’s not about nihilism or apathy; it’s about being sensitive, empathetic, and driven by a desire for growth.

Lough understands that audiences can be overburdened by excessive heavy information and distressing situations, so he presents You Need This with an ample amount of levity and humor. For instance, in one scene early in the documentary, when discussing basic human “needs,” a video montage showcases “desires” instead.

‘You Need This’

Lough explains that there’s an old saying: “Disarm them with laughter, then deliver a serious blow.” In our case, we found it helpful to balance heavy information with humor. If we only presented the heavy stuff without any levity or comedic relief, it could become overwhelming. That’s why we chose Serra Naiman, a talented comedy writer and performer, as our narrator. Adam, being a comedy writer himself, also provided valuable feedback on the script. Our focus was always on humor, satire, and making sure people could laugh while absorbing the serious content.

The movie delves into the realm of advertising and propaganda, focusing on the psychological tactics they employ. As Lough explained to THR, “It became apparent during the scripting and editing process that advertisers and marketers possess a potent tool – emotional manipulation to persuade us to purchase products.” He further added, “I aimed to reflect this dynamic in the movie as a critique of the ad and propaganda industry. Consequently, certain aspects of the film mimic commercial structures and language to deliver messages effectively.

At its upcoming North American debut, which is set at DocLands in early May, the documentary aims to convey its messages effectively. Furthermore, the distribution team behind “You Need This” is actively seeking a distributor not just within the U.S., but globally. ZDF Studios’ Off the Fence is responsible for managing the sales process.

Lough admits that the topics his documentary addresses may not be commonly presented in popular media, which could potentially be an advantage or a challenge. He anticipates some criticism from certain individuals. “We delve deeply into the core of the problem, revealing that consumer capitalism is like a malignant machine,” he states. “Some might accuse me of being a communist, but I’m not. I’m simply a logical person who wants our species to survive. This capitalistic system is a significant concern. It has evolved into the most destructive force in human history, and no film has explicitly pointed this out before. While many films hint at this, we are essentially accusing it. Our critique is severe.

In light of the present political climate in the United States, Lough understands that his movie may appear too daring for distributors who wish to avoid any potential conflicts with the current government.

Lough admits that the United States is currently a society grappling with conflict. He’s intrigued about its future development. At present, the entertainment industry is characterized by caution – streaming platforms and distributors tend to shy away from risky productions due to factors such as the current political climate and concerns over investment versus return. Lough also suggests that a lack of courage to showcase exceptional films and non-fiction media contributes to this trend.

As a passionate enthusiast, I can’t help but express my thoughts: It’s a pity that we, as an industry, are becoming more selective about tackling riskier projects. After all, it’s these daring films that truly need to be shared with the world, not just another Marvel or comic book movie. The world doesn’t require more superheroes; what it needs is more authentic reality and entertainment to keep our minds sharp and prevent us from succumbing to mindlessness.

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2025-03-19 20:25