In the documentary Objectified by Gary Hurstwit, the film maker wants to make the objects the main focus. He does this by zooming in on the items. By changing the frame so drastically and making the object take up most of the composition, Hurstwit forces the viewer to concentrate on the item instead of the background or any of the objects around it. When trying to get the viewer to concentrate on the plates on the table in the introduction, he only shows the plates on the table instead of the entire table with people sitting at it. If he were to include people, the people would instead be the focus of the shot.
Hurstwit uses negative space within the composition to his advantage. By keeping backgrounds simple and focusing on the object, the object becomes the figure and the people using the products become the ground. This was prevalent in the beginning scene where the man is carving the edges off the chair.
An excellent example is when Hurstwit shows us how many designed objects a person uses a day. He focuses on a couple making breakfast, and within the few minutes required to make eggs and toast, the people use dozens of objects.
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