We Build Excitement


Jesse Sugarmann

The American auto industry is a manufacturer of personal and cultural identity. The failure of the American auto industry was therefore a failure of self and the closure of several longstanding automotive marquees equated a loss of cultural identity. Shot at a decommissioned Pontiac dealership in Pontiac, Michigan, We Build Excitement is an experimental documentary featuring an environmental study of a shuttered car dealership, punctuated by sculptural car wrecks and interpretive works performed by car salesmen. We Build Excitement isolates and categorizes the portion of identity that has been lost by the auto industry’s degeneration, documenting the social scars left by its breakdown.

Project Updates

  • 2014: Sugarmann premieres We Build Excitement at Southern Exposure in San Francisco