A few years ago, I interviewed for a position at a so-called "innovation consultancy." At the time, they were collaborating with a mobile phone operator to understand what was driving growth in the telecommunications business. The company had devised several ways to intuit the needs, reactions, and aspirations of their target shoppers. They employed a team of anthropologists. They built full-scale replicas in their rehabbed industrial office to conduct focus groups. They boasted fully equipped video production facilities. I was told that narrative filmmaking was an excellent way to speculate about consumer desires.
As I watched Her, Spike Jonze's latest feature, I kept thinking of my visit to that agency. Set in a Los Angeles of the "slight future," primarily composed of present day Shanghai, the film follows ghostwriter Theodore Twombly (Joaquin Phoenix) and the brilliant women in his life, including the artificially intelligent entity Samantha (Scarlett Johansson). K.K. Barrett's production design conjures both the commercial language of Apple's lifestyle marketing and the familiar Kodachrome-like warmth of yesteryear.