On May 2, the CCAD MindMarket will welcome Gwenaëlle Gobé as she screens the documentary she directed, This Space Available, which is about the efforts of activists, artists, and communities to take those spaces back.
The idea for the film began with a discussion between Gwenaëlle Gobé and her father, Marc Gobé, the internationally renowned creator of the concept of emotional branding.
“Well, I come from a very opinionated family. Marketing and the international promotion of brands were definitively a hot topic at the dinner table, since my dad, Marc, has developed the branding for huge companies around the world,” she said in an article in The Atlantic.
“He still sees corporations with a ‘Helvetica’ innocence of neutrality and righteousness. He would say, ‘Look at the all the colors, the emotions, and social change they are involved in.’ Obviously I strongly disagree; I feel brands infiltrate our space, our privacy and our health without asking permission. Everywhere we go we are treated as potential consumers,” she says in the article.
After pulling together 240 hours of film, 160 interviews, and visits to 11 countries on five continents, the film, which was produced by Marc Gobé, premiered in November 2011 and has since been shown at numerous international festivals.
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