Chevolution is a 2008 documentary film which examines the history and legacy of the photo Guerrillero Heroico taken by famous Cuban photographer Alberto Díaz Gutiérrez.
The documentary explores the story of how the photo came to be, its adoption of multiple interpretations and meanings, as well as the commercialization of the image of Ernesto "Che" Guevara.
Chevolution uses historic images and a multitude of artists, musicians, photographers, actors, academics, friends, fans, and acquaintances to explore the contrasting themes of "communism and capitalism, idealism and opportunism, art and commerce and how they have interacted and operated on the same materials during the past half century.
Chevolution commemorates when Korda snapped the photo at the massive funeral in the Plaza de Revolución for those who had died in the bombing of a boat carrying weapons from Belgium, La Coubre, in Havana Harbor.
Chevolution explains how the politically radical, outspoken, and self-proclaimed communist Giangiacomo Feltrinelli was the first to mass-produce the photo by producing hundreds of thousands of posters of the image.
This has caused some controversy as some, including Korda, claim that Feltrinelli made a lot of money from the image while others contest that this is simply not true.
In a style known as pop art, he set the black and white portrait of Guevara against a red backdrop with a gold star on his beret.
Luis Lopez and Trisha Ziff directed Chevolution, a documentary that honors the longevity of Che Guevara's photo taken by Alberto Korda.
The film provides commentary from a variety of perspectives including: actors Antonio Banderas and Gael García Bernal, the author of "Che Guevara a revolutionary life" Jon Lee Anderson, the American rock band Rage Against the Machine guitarist Tom Morello, photographers Jose Figueroa and Laborio Naval, artists Shepard Fairey and Jim Fitzpatrick, and long-time friend Alberto Granado.
Chevolution examines the importance of interpretation of the famous and mass-produced image of Che Guevara, which his due to the lack of copyright.
Commercialization of the image has expanded to pictures, swimming suits, beer, wallets, socks, shirts, cigarettes, even in cartoons such as South Park and The Simpsons.
Chevolution also discusses the interpretation of Che's death and the images that showed him lying dead on a piece of cement in Bolivia.
The documentary also compares the cause of Jesus' death and comments on the idea of collective guilt felt amongst many as Che died for people's freedom.
The documentary shows Armando Krieger, an Argentine composer who plays a piano piece meanwhile there is a female singing in an angelical voice in words that praise Che.
This religious aspect of society reflects the power of Che, his ideals, image, and the hope he provided the poor and less fortunate.
[3] In Chevolution, Tom Morello, guitarist of the band, explains how the use of Che's image on instruments on stage represents a 5th member.