“Direct your 30 SECONDS of film.”

Thilo Hoffmann delegates a creative aspect of his series “30 SECONDS” to people all around the world. If you want to make a short movie, you get to create a story – yours or any other.

The artist steps into the background. He handles the camera, if you wish so, and provides the tools and the editing. Content, music and the directing are left to the people whose worlds Hoffmann and his camera – politely – intrude.

The impressively inventive stories are introduced by a still shot of the “director”. Hoffmann then adds date and location to the opening shot.

30 SECONDS experiences a new dimension when created by a number of people from a shared environment. Given the same context these movies correlate with each other.

Hoffmann has thus found a unique way of portraying an organization. The members of a team each present an individual side while at the same time creating a collective piece of art.

Roman Elsener, New York 2004
Writer and Journalist