Whiskey Fist
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Watch: Gillian Wallace Horvat’s “Raunchy Feminist Comedy,” Whiskey Fist
As her short Whiskey Fist has made its away across the festival circuit, director Gillian Wallace Horvat has penned a couple of essays for Filmmaker amplifying and riffing off of her shorts’ themes. Specifically, she takes aim at the rise of branded content masquerading as short films, critiquing filmmakers who surrender their “authenticity” by imagining that brand sponsorship isn’t affecting their art. Her SXSW-premiering Whiskey Fist, which Horvat says was provocatively submitted to a whiskey company’s branded film content contest (containing a scene in which a man is anally penetrated by a whiskey bottle, it lost, needless to say), is […]
by Scott Macaulay on Oct 2, 2017 -
What Does Branded Content Have to Do with Citizens United? (Or, How are Filmmakers Participating in the Corporate Takeover of America?)
Gillian Horvat’s short Whiskey Fist plays tomorrow at Fantasia Fest. Here, she pens her second guest essay for Filmmaker. After asking whether brands’ lives matter, she returns to continue her critique of independent film’s complicity with brand messaging. The last time I unsubscribed from an Urban Outfitters e-newsletter I don’t even remember signing up for they told me they were sorry to see me go. A few days later I got a message from Citibank that they “missed me” because I hadn’t been doing any online banking recently. For a moment, I felt moved. I have close human friends that […]
by Gillian Wallace Horvat on Jul 26, 2017 -
Do Brands’ Lives Matter? Whiskey Fist Director Gillian Wallace Horvat on When Story and Advertising Collapse
In my new short, Whiskey Fist — premiering Friday, September 10 at SXSW — the characters work in front of a sign that reads “Brands’ Lives Matter.” The font is ripped off from Ed Ruscha and the fluorescent ombre background is purloined from posters of the kind stapled to telephone poles advertising local reggae or salsa concerts. Such an insidious combination of high and low appropriation characterizes the vanguard of marketing today, that joking/not joking tone that one would find flourishing in the branding firm where Whiskey Fist takes place. Branding’s sophistication is more seductive than ever, and even more […]
by Gillian Wallace Horvat on Mar 10, 2017
