How to get free access to 'Objectified' design doc featuring Jony Ive

How to watch Jony Ive design documentary for free


frame grab from design doc Objectified
John Ive and the making of the slender MacBook Air.
Screenshot: Guy Hustwit/Vimeo

You’re at home with time to ponder stuff. That’s what industrial designers, including legendary former Apple design chief Jony Ive, do for a living.

This week, you can take a free peek inside the head of Ive and other renowned designers with the documentary Objectified.

Filmmaker Gary Hustwit, who made the 2009 film, is streaming his documentaries worldwide for free to people sheltering at home to help contain the COVID-19 outbreak.

Head over to the website Oh You Pretty Things, a webshop run by a collective of artists and filmmakers in Brooklyn, NY., to stream the 75-minute flick.

Ive was part of the Apple renaissance in the late 1990s when co-founder Steve Jobs returned from exile to retake the company. Ive’s star began to rise with the colorful iMac G3, released in 1998, and his stamp was on everything from desktop Macs to MacBooks, the iPad and iPhone.

Ive departed Apple last year to start his own design firm, “LoveFrom Jony.”

The documentary also features a number of great designers, including Dieter Rams, Paola Antonelli, Marc Newsom and Naoto Fukasawa. The intentional design of the toothpick will blow your mind.

Interviews with Ive took place in Apple’s design center and features him with pieces of what became the first MacBook.

Hewitt has been releasing a different documentary each week for free streaming.


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