DRIB : Fantasia Film Festival Review
The world of the internet is supposed to be a hub that enhances the potential of information and connectivity to a simpler and more cohesive phase. Instead, it has been crowded with memes & viral videos that simply blur the line between performance art and a redundant source of bizarre pleasure. In Kristoffer Borgli’s DRIB, a meta-mockumentary that centers around a weird yet hilarious ad-campaign, we see the lines blurring to an extent of viral value.
There’s no exact way to describe Borgli’s film. While it is a parody of an ad-campaign gone wrong, it is also a satire on the corporate structure and one big termite art-piece that is both a fake-film & a fake-advertisement in itself. Using Asgharnejad’s comic timing & Brett Gelman’s unforgettable turn as the rude, cynic advertisement executive, Borgli’s film becomes more than just a mockumentary. While it salvages real-life events for the sake of being punchy and comical, it also knows how things work in the world of the internet.
The idea of re-enacting the events making it both self-promotional (for Asgharnejad) and derogatory serves multiple purposes. Firstly, the meta-structure of the film comes out as a necessity and not just a tool that is being used to stand out. Secondly, the satire on how the corporation and advertisement industry really work points to the fact that no one knows what is being sold or what is the actual takeaway. ‘DRIB’ becomes both of them at the same time. Therefore when the film doesn’t completely break out a groundbreaking reality we understand that it doesn’t have to.
My favorite part of the film is how every single person who is involved with the ad-campaign has an agenda. The intern is super-friendly to the talent for her own checkpoints, the marital-art specialist wishes to be super-involved in the process so that he feels good about himself and cynical executive becomes a racist while condoning racism at the same time.