This impeccable short film follows advertising producer John Benet as he oversees a McDonalds shoot in Shanghai. It’s a beautifully shot, honest, heartfelt portrayal of the point at which creativity and commerce intersect. There’s an existential undertone as Benet defines and in some ways defends his profession, and the film touches on questions of modernisation and the homogeny of globalised culture – “It’s my job to sell that sameness.” This is 15 minutes very well spent.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.