"The advertising world appropriates the typical rhetoric of amateur video and plays with the strategic mechanisms to guarantee attention for its clips online. It almost seems to want to produce a theory of consumer habits. How can an individual video stand out from the administered crowd? Artist Bernd Krauss, who primarily makes conceptual analogue works, tries out the possibilities of this medium. In just a few months he recorded more than 400 video clips, often at most a minute long – laconic visual jokes, everyday finds. Just like any old amateur video maker, he simply points his camera at it all. In the choice of title he tries to break through the non-hierarchical structures of the online setting. He felt the film title »Lost in Translation« would attract attention, even if it meant users would end up watching his video unintentionally."