Objectified finds its thesis in a quotation from one of history’s prime industrialists, Henry Ford: “Every object, whether intentional or not, speaks to whoever put it there.” In other words, everything we select, purchase, and interact with, was first designed and manufactured by a skilled artisan. That person’s job is to obsess about you, your body, needs and habits, and how their product might become a part of your life. Director Gary Hustwit’s previous documentary feature Helvetica was a celebration of typographers and graphic designers, and inspired laypeople to recognize the long history and great labor that went into the typefaces they use every day on their computer screens. Similarly, Objectified profiles the often unknown industrial designers behind the stuff we buy.
Apple’s resident guru Jonathan Ive is perhaps the most famous design auteur featured. Ive is probably the second most famous person at Apple, justly acclaimed for his singular design aesthetic that first caught the public imagination with the bondi Blue iMac and then the stark, white, deceptively “simple” iPod. Ive’s boss Steve Jobs famously said that design is “not just what it looks like and feels like. Design is how it works,” a principle born out in Ive’s work. Knowing inside and out the particulars of different materials and manufacturing is just part of designing a product’s externals. Ive brandishes precision-tooled parts from a disassembled MacBook Pro to illustrate that Apple spends an enormous amount of time and resources not just designing their products, but also the custom machines and processes necessary to mass produce them.
Objectified spends some considerable time on the topic of sustainability, a responsibility that regrettably only recently entered the industrial designer’s job description. Valerie Casey of IDEO relates the incredible anecdote of the difficult process of developing a new toothbrush. When the product is finally ready and in stores, she embarks on a much-needed vacation to Fiji. If you didn’t already guess where this story was going, she finds a discarded IDEO toothbrush washed up on a beach halfway around the world. In less than a week, her product had become pollution.
Objectified necessarily makes a brief detour into interaction design (this brief digression would be worthy of a film unto itself, but in the meantime, the curious can refer to Steven Johnson‘s 1997 book Interface Culture: How New Technology Transforms the Way We Create and Communicate). When we interact with most analog products, their form follows their function. As a thought experiment, would an alien from outer space (or a Tarzan raised in the wild) be able to infer an object’s function simply by looking at it? That is likely the case with a spoon or chair, but not so much with an iPhone. For many products of the digital age, the outward form factor gives no clues as to the function. Thus, interaction design was born with the Xerox PARC graphical user interface. Many of our daily tasks are now abstracted onto a two-dimensional screen. The Apple iPhone and iPad have popularized the touchscreen, which likely signals the beginning of another sea change when peripherals like keyboards and mice will be revealed to have been a temporary evolutionary bump, now marked for extinction.
The last images we see are of the devices used to make the movie itself: a computer, hard drive, and camera. Tellingly, the Objectified Blu-ray edition has no menu structure at all. You put it in, it plays, and the supplementary features follow immediately after the closing credits. It’s a completely guided, linear experience that speaks to the film’s elevation of the creator over the consumer.
Official movie site: www.objectifiedfilm.com
Must read: A Hurricane of Consumer Values by Alissa Walker