Max Joseph's Story of First World Guilt for Rainforest Alliance Makes Saatchi's New Directors Showcase

Don't let your gringo guilt take over your life.

Published On
Sep 26, 2012

Editor's Pick

You're a regular guy, and you try to be a good person, with your yoga and your organic blueberries. But then you realize you've forgotten about the atrocities being committed upon the rainforest -- and you might go just a little bit nuts. A charming and funny film from Rainforest Alliance, directed by Max Joseph, chronicles the lengths we go to to assuage first-world guilt and tells us that it's okay not to be doing everything to an extreme. It's like the anti-KONY 2012, and we love it for it.

The film was selected for New Directors' Showcase at Cannes 2013. For more news on this and other stories, go to Cannes Central.


Sep 27, 2012
Brand :
Rainforest Alliance
Client :
Rainforest Alliance
Director :
Max Joseph

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Project Type