SXSW 2009 Film Coverage | Objectified, a Film by Gary Hustwit of Helvetica

March 19, 2009

As a Cyborg Anthropologist, I am constantly investigating the relationship that humans have with objects. Since we've begun to use tools, humans and tools have co-created one another. But the idea of the object as cumulative, detrimental, and overwhelming is becoming an increasing part of our everyday psyche. In Objectified, which premiered today at SXSW '09, Gary Hustwit visits this idea.

You might remember Gary Hustwit's work from Helvetica, which was an intimate look at the font which so swiftly colonized the common and uncommon surfaces humans interact with.

Objectified is the product of 18 months of work spanning 10 countries and 100 people. It takes the audience on a tour through the minds, spaces, and ideas of some of the world's best designers and design companies. Apple is presented, as is IDEO.

There's even a bit on E-waste, and the idea that designers are actually noticing this more and more now. While the cinematography was beautiful, and some of the stories and profiles very fascinating, I was left feeling slightly unsatisfied at the end. That is probably because I expected a view that spanned more territory and ideas instead of mostly America and Europe.

After the film, the audience was able to ask Gary Hustwit various questions. One man was annoyed at the profiles of two chair makers, pointing out that the chairs designed by these men looked very uncomfortable. Gary's comeback was that, 'but I got you to think about the design of objects'.

While it is true that we did, I left the theater thinking a lot more about the shape of everyday things, and practically the entire plane flight back to Portland considering the brilliant design o my iPod touch.

I might have been spoiled by  Edward Burtynsky's Manufactured Landscapes, which is one of the most beautiful and informative films I've ever seen. Not only does it discuss objects, but it showcases the sheer scale of manufacturing with great insights into Chinese and Indian industry and waste management.

But perhaps I am being too harsh. Objectified is about design, after all, and Manufactured Landscapes about manufacturing. But I didn't feel blown away and I felt like I was supposed to be. Perhaps it was labeled incorrectly - the film was more about the stories of designers than the objects themselves. If it were labeled at a series of interviews, I'd have felt less misdirected.

Objectified - A Documentary Film by Gary Hustwit from Selectism on Vimeo.

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Comments

[Colleen Wright]

I saw the movie "Helvetica" and it is amazing the staying power of that font! It's everywhere! You just assume that it is a part of the landscape like the grass and trees because it is so prevalent. I have not seen "Objectified" but am looking forward to watching it. I'll keep in mind that it is more about the designers than the objects and hopefully won't be disappointed!

[Steven]

Don't confuse harshness with considered criticism. I think this post was definitely the latter. If anything, I'd be interested to hear more about what you thought of Objectified in comparison to the universally-loved Helvetica.