In the near future advertising still looking for get the attention of consumer, using state of the art gimmicks. No matter the consequences of what the products do, company owners and advertisers have the need to engage in the general audience to get the products at any cost.

Creative Control is the film directed by Benjamin Dickinson, tells the story of David (Benjamin Dickinson) a creative director of a prestigious ad agency, with the responsibility to create a campaign to release a new pair glasses, in the same vibe as the google glass, but simpler. David is recommended to test the product in order to understand how to create a more effective promotion.

The new augmented reality technology allow the user to manage vast information of their surroundings, from voice recording and recognition, image capture personal data and eventually create vertical personas who interact with the user. David lives with Juliette (Nora Zehetner) a frustrated yoga instructor who left her job to find more mundane style of life. David and Juliette have a fine relationship, but David seems to be unsatisfied with her.

David’s best friend is Wim (Dan Gill) a director and art innovator who is in a relationship with Sophie (Alexia Rasmussen) who is a costumer and fashion designer. Secretly David is attracted to Sophie who turns into his virtual reality experiment after receiving his pair of Augmenta.

Director Dickinson explore several issues with society: technology dependency which have similarities to the film Her by Spike Jonze. The substitution or replacement of real persona by a new wave of avatars of virtual reality.

David’s character turn his obsession from love to sexual desires using Sophie’s digital footprint to a real 3 D character which David interact.

Other subjects explore on this film are advertising as a dying medium of constant repetition of old ideas in the new digital age, enhancing it with fake representations of reality. In a scene David and his creative team are working in a pharmaceutical product where is been shooting on stage, but later will be enhanced digitally. The scene represents the inability of the clients to understand how of visual piece is created and the agency to perform properly and deliver it.

Creative Control express the anger of some millennials against other generations like generation X who are wiser and richer, but seems to be ignorance about new technologies, this seems to be reflected in a conference room scene when David’s boss (Gavin Mclinne) is trying to use the new Augmenta glasses but he is unable until he is been help by David and finally figure out. He said to David: You are a fucking genius! and David replies: No, I’m not, I’m just younger than you…

Creative Control is a great sci fi film for the new digital ages and a great film for advertising people who wants to understand that in the near future, what matter is real ideas to sell products.