The Alchemists... " "

Imagine a movie that, for the first time ever, pulls the curtain back to reveal a small group of individuals you've probably never heard of, but who undoubtedly changed your mind and your behavior… THE ALCHEMISTS is a surprisingly personal exploration of some of the most influential advertising giants of the last century, and the communication they created which rocked our culture. Inspired by the social movements of their time and driven by the need to communicate some greater truth, these artists and writers despised mediocrity and the status quo of the advertising industry and brought a revolutionary spirit to their work:

Lee Clow, who created the most-famous commercial in history by introducing Macintosh computers in "1984"; George Lois who single-handedly saved MTV from extinction with his trademark in-your-face celebrity campaign; Phyllis K. Robinson who helped define the entire "me generation" with her liberating spin on selling Clairol; Hal Riney who got President Reagan re-elected; and Dan Wieden who, inspired by the last words of executed murderer Gary Gilmore, came up with the little phrase "Just Do It" and revolutionized advertising forever. Sports, fashion, music, politics, technology-our culture-was deeply affected by these alchemists.

Through their stories, and with humor and drama, THE ALCHEMISTS will be the definitive film of the 20th century phenomenon of creative advertising.

It will feature celebrities, upbeat cultural commentary, and an amazing display of commercials and history from the last century, including the ground-breaking work of Bill Bernbach (VW), David Ogilvy (Hathaway), Jay Chiat and many others. But this is not a historical documentary or a tribute, and it's not an analysis of the perils of consumerism and thought-control. It is a film about creative rebellion, and how all-powerful art springs forth from deeply personal, psychological sources and the need for change… even in advertising.