At first glance, the above video seems like any other beauty commercial: beautiful women, a flashy soundtrack, and promises of perfection. Keep watching, though, and you'll find that the key "product" is Fotoshop by Adobé. Filmmaker Jesse Rosten created the faux commercial as commentary on the prevalence of Photoshop, and we're betting his video will reach a million views by the week's end. We caught up with him to find out why he created the spot, what he hopes people will take away from it, and whether he's a Photoshop user himself.
BellaSugar: The idea for Fotoshop came to you while watching an infomercial with before-and-after pictures that looked identical, just Photoshopped. What moved you from watching the commercial to do a project about the subject?
Jesse Rosten: I suppose I just like to make things. They say when you have a song stuck in your head the remedy is to listen to the actual song. It's like that with me and ideas. If I get an idea that I'm passionate about, I tend to obsess over them. The only cure is to go produce the idea. The beauty of modern filmmaking tools and internet distribution is that one doesn't need permission anymore to go make something. This required a lot of work, but was relatively inexpensive to put together. Plus, it was a lot of fun!
BS: I have to confess — I actually expected you to be a woman when I saw the video, but I'm glad to see a man tackle the issue. Why do you think men should care if women have their wrinkles airbrushed away?
JR: I thought it would be funny to have a men's version of the product, putting one's head on a herculean body, etc. But I opted to keep it simple and focused on women since they suffer the most with societal expectations of beauty. This is a complex issue and I don't pretend to have the answer, but as the incidents of eating disorders and anorexia among American women continue to rise, I think it's important to keep the discussion alive.