In 2005 a number of provocative, award-winning ads appeared that touted the Helvetica font; Gary Hustwit explores the subject protractedly with his feature-length essay film Helvetica. The documentary, produced in 2007 (and thus commemorating the typeface's 50th anniversary) uses the omnipresent font as a lens, through which it examines contemporary visual culture and how typeface per se is used, aesthetically, spatially, and culturally, to impart shape and character to urban environments. Hustwit then segues into a discussion with a number of acclaimed designers about their work, their creative visions and processes and the aesthetic reasoning behind various decisions regarding font. Hustwit interviews over 20 design experts in the film, including Michael C. Place, Paula Scher, Matthew Carter and David Carson.~ Nathan Southern, All Movie Guide