SCA18 Amateurs10th July, 2018
When the German supermarket chain Superbilly reveals plans to open a new location in Sweden, the community board of the small town of Lafors devises a scheme to convince the business to set up shop in their quaint hamlet and, hopefully, revitalize the local economy. Their idea: to make a promotional video showcasing the best their town has to offer.
Hoping for a fresh – and, more importantly, cost-effective – solution, the board puts video production duties in the hands of a few local high school students; when they receive hilariously amateurish results, they bring in a professional to finish the job. But teenage friends Aida and Dana have taken the challenge of broadcasting their town’s image to heart. Equipped with cell phone cameras and selfie sticks, they set out to capture their community as they see it and to give a voice to the town’s underrepresented members.
With wryly observed wit and abundant compassion for her characters, director Gabriela Pichler channels the infectious energy of her cast – a mix of professional and non-professional actors – into a multi-layered portrait of a modernising Sweden.