Big Ideas from a Small World

Gary Hustwit (Helvetica) produces new film: Objectified

Posted in Blue States, Method to the Madness by Ryan Thomas on March 22, 2009

I know people that have seen Helvetica three or four times – those people are art directors. If you haven’t seen Gary’s amazing narrative about the world’s most famous font you’re doing yourself a disservice.

Objectified looks at the history of industrial design, a much wider and more fickle topic than the iconic font and what I’m sure will be another amazing effort from the independent documentarion (I’m pretty sure that’s not a real word).

The film has been launched at SXSW and BrandFreak has a great first look:

Objectified is pretty successful, as long as you don’t think of it as the authoritative film on product design. It merely skims the surface, tackling a variety of themes: beauty, sustainability, design for children and the disabled, among others. And if there’s a film about product design being made in the late ’00s, there’s absolutely no surprise that one of the featured companies is Apple. It would be too hard to ignore Apple’s contribution to beautiful product design. Everything from the MacAir and powerbooks to the iPhone gets its moment on film. Intentionally or not, Objectified continues Apple’s brand positioning as a company that produces high-end, beautifully designed products.

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  1. […] an art director here in Toronto wanted you to know, there is a mole skin collectors edition of Helvetica: The why’s are simple, in the typography community particularly the Type Design community she who […]


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