Plexifilm staffer Gary Hustwit is finishing a new documentary, OBJECTIFIED, a follow-up of sorts to his 2007 graphic design film HELVETICA. OBJECTIFIED about our relationship with manufactured objects and, by extension, the people who design them. It’s a look at the creativity at work behind everything from toothbrushes to tech gadgets. It’s about industrial designers, the people who re-examine, re-evaluate and re-invent our manufactured environment on a daily basis. It’s also about personal expression, identity, consumerism, and sustainability.

OBJECTIFIED will have its World Premiere at the South by Southwest Film Festival March 13-21, followed by a global screening tour and DVD release later this year. See the official OBJECTIFIED website for updates.