Made to Measure. Germany, 52 min, 2021. Laokoon and WDR.

Synopsis

During an experiment combining research and art, group Laokoon creates the double of an unknown person based solely on his or her personal online data .

Five years of this person's life are reconstructed exclusively with data from Google and filmed on a large theater stage. Based on this spectacular experiment that culminates with the meeting of the experiment participant and his doppelganger, the documentary "Made to Measure" explores what Google, Facebook and hundreds of companies that trade with data do with the personal data of billions of people.

A former Google engineer (Guillaume Chaslot), a Google marketing specialist (Patrick Berlinquette), an expert in psychological segmentation (Sandra Matz) and renowned privacy activists (Frederike Kaltheuner, Eliot Bendinelli, Max Schrems), reflect and explain why the advertising companies' use of our data are anything but harmless. But couldn't the behavioral data also be used for the benefit of mankind? What forms of manipulation do we consider socially acceptable or even desirable?