You’d think a film about a typeface would be enough to induce deep slumber. Yet Hustwit’s first film, ‘Helvetica’ proved to be an amusing, well-researched and ultimately very entertaining ode to the world's most common typeface. You came out of the screening and suddenly found yourself conscious of written signs everywhere. That’s what’s great about his approach: he focuses on the most mundane of subjects and makes us think about them. He applies a similar formula to this equally enthralling geek flick, only here the focus is on everyday objects and how they’re designed and produced; from toothbrushes, toothpicks and garden shears to cars, IKEA and Apple Computers. A host of designers including Aussie Marc Newson and Apple’s iMac guru, Jonathan Ive, lend fascinating support. Recommended.
Cast and crew