THE ARCHETYPE PROJECT re-stages a situation from a „Marlboro Maybe“ billboard advertisement which was part of a campaign that specifically targets youth from the so-called Generation Y and Z. It portraits a protagonist who is unable to enter the stage due to stage fright. The second character, whose role is loosely based on the Marlboro Cowboy, uses the spotlight to reckon with the shortcomings of the „Generation Maybe“ and its urbanity. In his ongoing and analytic monologue he manages to manifest himself by partly using phrases from Marlboro advertisements as well as phrases from psychoanalytic portraits about the Marlboro Cowboy that were transferred into spoken text.
The work examines how the advertising industry generates consumption desires through continuous re-production of inferiority complexes.
It showcases how these complexes that are programmed in ads from the 60/70s are imprinted into the (self-)perception of following generations (here Generation Y).
Marco Schiefelbein born in Stralsund, Germany in 1984 Lives and Works in Berlin. Is Master in Fine Arts / Video by Braunschweig University of Arts. Works with media, video art regularly since 2009. Major exhibitions / events: (should conform to the following format: Name of event, city, country, year)
1. OK. Video, National Gallery Indonesia, Jarakta, Indonesia, 2015; 2. Verführen, Kunstverein Wolfsburg, Wolfsburg, Germany, 2016; 3. TEST EXPOSURE, 16. WRO International Media Art Biennale, Wroclaw, Poland, 2015; 4. MULTILOOKS, Museo Oscar Niemeyer, Curitiba, Brazil, 2013.