Two years ago at SXSW I stood in line trying to see the premiere of Gary Hustwit’s Helvetica. At SXSW, ‘natch, the heavy contingent of designers made my attendance impossible as the line snuch through the lobby of the convention center when I arrived. Now, Hustwit has a new doc, Objectified, that will premiere at SXSW this year , and it’s about industrial design. So, expect another packed premiere, especially given news on the film’s blog that Hustwit filmed an interview with Apple designer Jony Ive inside Apple’s super-secret design facility.

Here’s the trailer.