IC

A series of short-form films for Swiss designer and artist Philippe Cramer, each built around a single object from his practice. Rather than promotional, each film tries to get close to the work: its personality, the references behind it, highlighting the most striking details. From a vase and plate series, to a mirror wall sculpture, and a gilded hammered steel anthropomorphic figure, the approach shifts to match the object. Close-up details, playful animation, considered sound design, and deliberate type treatments turn each post into something closer to a portrait than a product shot. The films average 650 to 850 views and 30 comments each, the comments being key.