\'Be Kind Do Better\'

Created by Jenny Carson, The Pitch 2024

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Logline: East London creative director Joe Goodman hides his psychopathy from his advertising agency co- workers behind a virtue signalling veneer, whilst committing a string of gruesome murders. \'Be Kind Do Better\' is a satire, tone shifting from comedy to horror. Set in present day East London, satirising the hypocrisy of the ad industry. Our protagonist’s obsession with social justice causes, is the perfect veil for his psychopathy. Where Patrick Bateman was concerned with material luxuries as status symbols, our anti-hero is obsessed with his luxury beliefs, but by night he prowls the East End for victims from those very communities, “Be Kind Do Better” is the “American Psycho” for the social media age. In hypebeast hipster fashions, and minimalist street style, Goodman is our modern day Jack The Ripper with an important message about the dangers of virtue-signalling culture and it\'s hypocrisy.

Biblical Connection

The passage this is based on is Mathew 6:1-4 “Be careful not to practice your righteousness in front of others to be seen by them. If you do, you will have no reward from your Father in heaven. “So when you give to the needy, do not announce it with trumpets, as the hypocrites do. Truly I tell you, they have received their reward in full.” As a working-class lesbian it pains me to see my generation co-opt the “struggles of the marginalised” for their own ends, a power-grab, whether it’s a big brand or an average Joe, it’s hypocrisy. Or What American psychologist Rob Henderson termed “Luxury Beliefs”, many great thinkers of our times have asserted are perhaps filling the void left by God with sanitised pseudo-social justice. A new puritanical moralism, sanctimonious to the core, just like the most fundamentalist of it\'s predecessors, of all the major religions. I myself am not religious but I am not a staunch atheist either. One side of my family is Jewish, although I was not raised Jewish, I see great wisdom in all the major religions from Buddhism, Christianity, Islam, and Hinduism.