Perfect Leader

Directed by Max Almy

Produced to coincide with the 1984 Presidential Campaign, Perfect Leader is a cautionary tale that brings to life a prototypical politician, as packaged by Madison Avenue. With a driving soundtrack and bold visuals, Almy satirically presents this dynamic simulation of media politics as a fast-paced music clip. The narrator is a disembodied Big Brother, an Orwellian computer program who creates candidate images—dictator, evangelist, moderate—as models for a mass-marketed leader. The image of the potential president is overlaid with graphic symbols of multinational power: technology; economics; warfare. As a woman hysterically intones, "We've got to have a perfect leader," the bland, telegenic candidate is brought into two dimensions on the TV screen. Concise as a commercial, insistent as a pop song, Perfect Leader is Almy's most effective use of television techniques to critique the impact of the media on contemporary life.