An Interview with Martin Oetting: The Making of a Film with a Purpose
In this exclusive interview, we sit down with filmmaker and former advertising professional Martin Oetting to discuss the making of his first documentary, his journey from business to new economic thinking, and the impact he hopes his film will have on audiences around the world.
Interviewer: Martin, thank you for taking the time to talk with us. To start, can you tell us a bit about how you transitioned from advertising to filmmaking?
Martin Oetting: Absolutely. My background is in advertising. For many years, I worked in that industry and always found new ways to keep it interesting. I co-founded a company, got involved in various creative projects, and even completed my doctorate. But deep down, I knew I was in the wrong field. I was really drawn to the arts, film and creative forms of expression—but as a young man, I had followed advice which had led me into business instead.
The turning point for me came in 2016, a year marked by major political upheavals—Brexit, the rise of right-wing parties, and Donald Trump’s election. I realized that I couldn’t ignore these shifts and pretend everything was fine. Eventually, I decided to use my skills to tell stories about these large social and economic issues. That’s how I began working on this film and also a stage project in Germany.
Interviewer: That’s a fascinating journey. Can you tell us about the film itself? What is its main focus?
Martin Oetting: The film follows two protagonists who were deeply involved in rethinking our economic systems. I met them when they were on the cusp of entering the political arena, in order to try and effect real change. Their projects represented something relatable—something that allows audiences to see the fight for a better economic system through the eyes of individuals who are actively engaged in it.
One of the biggest challenges was making these complex economic discussions accessible to a wider audience. We didn’t want it to be just another intellectual “pamphlet on film”; we wanted it to resonate emotionally. And from the responses we’ve received, I think we’ve managed to achieve that. People stay after the screenings, eager to discuss what they’ve just watched. That engagement is incredibly rewarding.
Interviewer: What were some of the challenges you faced while making the film?
Martin Oetting: Oh, there were plenty! From logistical hurdles to financial constraints, it was a steep learning curve. Filmmaking is a different beast compared to advertising, where you have clear budgets and structured campaigns. Here, it was more about passion, perseverance, and finding ways to keep going despite obstacles.
What really struck me was how helpful everyone was while my director of photography Nick Scholey and I were shooting the film. People gave us access to meetings, conference backstages, we shot inside TV stations or in people’s homes. And our two protagonists — Katherine Trebeck and Lorenzo Fioramonti – opened their lives and their worlds for us; they invited us in with open arms, never knowing what might come of it in the end!
A memorable moment was an interview with Jeffrey Sachs. It was an impromptu opportunity—he was waiting for a meeting with the Italian Prime Minister, and we took the chance to ask him a few questions. In just 15 minutes, he gave us more pithy quotes than the next interviewee might do in an hour. His ability to articulate complex ideas very clearly was remarkable.
Interviewer: It sounds like you’re building a movement, not just a film tour.
Martin Oetting: Exactly. This isn’t just about watching films—it’s about creating a dialogue and inviting people to seriously consider change. Economics affects every aspect of our lives, yet it’s often left to a small group of experts. There’s a quote I love: “The economy is too important to leave to the economists.” We need to make economic discussions a popular sport, something that everyone engages in.
Interviewer: Looking ahead, how do you see this project evolving?
Martin Oetting: We’re hoping to collaborate with more like-minded people across Europe. There’s a growing network of alternative economic thinkers, activists, and filmmakers who are all trying to push systemic change into the mainstream. If we can join forces, we can jointly amplify this message.
The Wellbeing Economy Alliance — not only here in Scotland, but around the world — is a major partner in this. They are doing incredible ground-breaking work to expand this debate, and to unite people around it.
Interviewer: That sounds very inspiring. Any final thoughts?
Martin Oetting: Just that I’m excited about the possibilities ahead. Yes, we live in incredibly challenging times, politically. If we look to the US, it seems like a very different idea for our future seems to be winning. So yes, there’s a lot of work to do. But I truly believe that through film, discussion, and collaboration, we can shift the conversation in a meaningful way. And if that means I get to come to Scotland for a week, even better! (laughs)Interviewer: Thank you so much for sharing your story, Martin. We look forward to seeing what comes next!