Everyday manufactured objects, from toothbrushes to chairs to smartphones, get the same scrutiny Gary Hustwit gave typefaces in his earlier film Helvetica. This time he turns his camera on the people who design the things we handle without thinking about them, gathering interviews with Apple's Jonathan Ive, designer Marc Newson, Karim Rashid, and design historian Andrew Blauvelt. They talk through the decisions buried in ordinary products: why a handle curves the way it does, why a screen has no buttons, why some objects get thrown away and others get kept for decades. The film treats industrial design as a hidden layer of daily life, worth examining the same way architecture or fashion gets examined, and lets its subjects explain their own choices rather than narrating over them. It stays close to the objects themselves, using them as evidence for a larger argument about how design shapes behavior long before anyone notices it happening.