This post was written by Ashley Hazlewood, who is helping me cover the vast amount of ground at SXSW Film.

Every so often, a director joins the vast ranks of doc-makers who gets what it takes to really differentiate yourself and your work. I liked director Gary Hustwit's Helvetica very much, primarily because I used to work in desktop publishing and design. Objectified, his followup, is all about the concept of industrial design and how we interact with it.

He touches on how much time and thought goes in to items, large and small, that we all use on a daily basis. In the process, the narrative becomes very meta-referential. At a certain point, the talking head talk evolved to a point Moises referred to as "nerd heaven." Some of the world's most legendary living designers started geeking out about their own industry, getting very meta-referential about it all.

If there were a reality show that were focused on making a better toothbrush or garden rake, I'd certainly watch it sooner than Top Design or Project Runway. This should be required viewing for anyone going in to any design field.