SXSW Watch: ‘Objectified’ Doc Goes Inside Apple


Now that Sundance is over it is time to look ahead to the next major American film festival, South by Southwest. The fest will take place in FSR’s new hometown, Austin, Texas, from March 13-21. And while the full festival lineup won’t be available until next week, we already have some information on some of the films that will be playing there. One documentary, Objectified from director Gary Hustwit (Helvetica), is all about industrial design. And as Fimmaker Magazine’s Scott Macauly explains, we can expect a pretty busy premiere for this film, especially given news on the film’s blog that Hustwit filmed an interview with Apple designer Jony Ive inside Apple’s super-secret design facility. This should have all of the Apple-loving techsters from the SXSW Interactive conference — which runs parallel to the film festival — stepping away from their panels about social media and php and heading out to one of Austin’s many lovely theaters.

Check out the trailer for yourself below. Find out more about this film at

Neil Miller is the Founder and Publisher of Film School Rejects. For almost a decade, he has been talking movies on television, the radio, and the Internet. As of yet, no one has stopped him.

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