OBJECTIFIED
Produced, Directed & Released by Gary Hustwit
USA. 75 min. Not Rated   
 

Documentarian Gary Hustwit earned a reputation with Helvetica, his 2007 film about the font’s preeminence, oversaturation, and counter-revolutionary comeback in contemporary graphic design. The film wasn’t that insightful—and disappointingly superficial. Those in graphic design were happy to devour a film made especially for them, but the film said, “Helvetica is omnipresent in the Western world,” with an hour of video footage to prove it. Many in the design community responded by shrugging: Really? Thanks for sharing what we already knew.

The same problem haunts Objectified. The film addresses an audience that already knows objects are heavily designed, made originally for specific functions, and that consumers form close relationships to stylized possessions, from iPods to toothbrushes. Once again, Hustwit makes a film with a single declarative statement about design’s omnipresence and psychological import, leaving viewers expecting something more.

There’s no shortage of famous designers ready to share their thoughts, but even these feel simplistic and often devolve into discussions of favorite objects, relating the speaker’s proud affection for his laptop and grandmother’s cake stand. MUJI designer Naoto Fukasawa talks about how much simpler Japanese products are than their American counterparts, and Apple designer Jonathan Ive discusses his company’s product transformation from clunky to sleek.

A more interesting take would have been commentary on these subjects from unrelated academics, writers, or historians. Why not ask someone qualified and less predictable to speak on why America is so fascinated with gleaming white products from Apple, or a cultural historian to explain the difference between Japanese and American design philosophies? If Hustwit were going for design’s in-crowd, there should have been more in-depth information; if he were creating an introductory film for the masses, this should have focused less on design royalty and more on intriguing design fundamentals. Zachary Jones
May 22, 2009