Challenging Consumerism: Director Ryan Andrej Lough’s New Documentary ‘You Need This’ Premieres at CPH:DOX
Director Ryan Andrej Lough, known for films such as Mediterranea and IO, has teamed up with producer Adam McKay to deliver a thought-provoking documentary titled You Need This. This film strives to encourage audiences to critically evaluate the concepts of consumerism and hyper-capitalism. The documentary will make its world debut at CPH:DOX, the Copenhagen International Documentary Film Festival, running until March 30.
Exploring the Dark Side of Consumerism
The intent of You Need This goes beyond surface-level critique. A statement on the festival’s website, narrated by Serra Naiman, poses the unsettling question: “Can we break the grip of the system before it is too late?” It highlights the relentless cycle of consumption: “As you read this, millions of products are being bought and soon thrown away.” The film tackles how our basic human needs have morphed into mere commodities within a profit-driven machine, leaving us to question who holds power over this system and whether true freedom is achievable.
Reinforcing this message, the film’s synopsis states, “From mass marketing to the manipulation of our dreams, the 21st-century economic system is eroding our planet,” suggesting a bleak reality where wealth is concentrated among a privileged few while the majority grapples with mounting consequences. Yet, amid these concerns, there is a glimmer of hope: “But we still have time to rethink what we really need.”
Director’s Vision: Addressing Global Issues
Lough asserts the necessity of this film and similar projects in raising societal awareness. He argues that consumerism has roots extending far beyond America; it is a pervasive global issue. “Consumer capitalism is a 20th-century American invention, but it has spiraled into a global phenomenon,” he explains. Drawing from his extensive international experiences—from Europe to Afghanistan—he emphasizes the film’s aim to showcase the wide-reaching implications of consumer capitalism.
One focus of the narrative includes the journey of fashion products, which often exploit cheap labor in developing nations only to contribute to global waste, ending up in landfills across Latin America and Asia. This phenomenon illustrates the destructive consequences of unchecked consumer practices.
A Call for Reflection on Capitalism
Throughout the documentary, a critical perspective on capitalism surfaces, with Lough explaining that it has been warped by government interests, resulting in enormous wealth disparities. “The challenge was to present this information in a way that would resonate universally, prompting viewers to challenge emerging power structures,” he states. This intention to provoke thought underlines the film’s core message: recognizing and reversing the damaging trends of consumer capitalism.
Initially conceived as a four-part limited series, Lough transitioned to a feature film format due to financing challenges. He expresses satisfaction with the final product, believing it effectively captivates audiences while addressing pressing issues within a concise 82-minute runtime.
The Role of Adam McKay and Humor in the Documentary
The collaboration with producer Adam McKay emerged organically, as he is known for advocating impactful content. Through Yellow Dot Studios, McKay aims to combat corporate interests linked to climate destruction. After sharing early footage with actor John C. Reilly, who introduced Lough to McKay, the director secured a partnership that significantly elevated the film’s profile and research quality.
Lough understands the risks of delivering heavy content and balances it with lighthearted moments. One scene cleverly juxtaposes human “needs” against a hilarious montage of “desires.” “We utilize humor to disarm the audience before addressing serious topics,” he explains. The documentary’s narrator, Serra Naiman, known for her comedic talents, embodies this philosophy throughout the film.
Addressing Advertising and Emotional Manipulation
The film also delves into the psychology of advertising, highlighting its emotional manipulation tactics that entice consumers. “I wanted to use advertising’s structure as a mirror to reflect on its pervasive influence,” Lough notes. This innovative approach positions the documentary not only as a critique but also as a self-aware commentary on media consumption patterns.
Looking Ahead: Future Screenings and Distribution Challenges
Following its North American premiere at DocLands in early May, You Need This is seeking broader distribution, with ZDF Studios’ Off the Fence handling sales. Lough acknowledges the sensitive nature of the film’s subject matter in today’s political climate, which may present challenges for distributors wary of backlash.
“We’re in a risk-averse industry,” he explains, noting that many companies hesitate to back projects that critique prevailing economic structures. He urges media producers to embrace bold narratives rather than settling for safer, commercially driven content. “The world doesn’t need more Marvel films; it needs films that inspire critical thinking and illuminate reality,” he concludes.
As You Need This prepares for its public reception, its ambitious exploration into the dynamics of consumer capitalism raises vital questions about our world and future.