Designers turn to film, becoming agents of "mass communication instead of mass production"

Designers are increasingly making films instead of products to get their ideas across, according to Studio Swine, which has won multiple awards for its movies (+ movie).

Co-founder Alex Groves believes that his London-based studio's movies, which have been lauded at Cannes film festival and picked up by National Geographic, are part of a wider trend for designers creating professional-standard documentaries as part of their work.

"Increasingly companies are working with designers for PR rather than to make a mass-produced product, so they're looking to designers to be 'designers of mass communication' rather than 'designers of mass production'," he told Dezeen. "Dezeen ran a story recently about Ikea saying there's too much stuff... but films are free of that baggage."