Do you mysqueeze? When Roland Kreiter won the ‘Pure Creativity’ competition by mydeco.com in 2009 with his design for a juicer that could be manufactured using 3D rapid-protoyping, judge Philippe Starck immediately saw the design’s potential. Not only did Starck give Kreiter a prestigious internship working at the designer’s Paris studio, he also picked up the phone to Alberto Alessi and told him he’d found his next iconic juicer. Alberto Alessi said, “This seemed to me like a worthy tribute to “Juicy Salif” (1990), the most controversial Citrus-squeezer of the twentieth century.” To celebrate the launch of the mysqueeze citrus squeezer, designed by Roland Kreiter for Alessi, mydeco.com searched for filmmakers to create a short film showcasing the product that Kreiter created. The four winners of the competition won the opportunity to make their film and have it shown on mydeco.com. From narrative films inspired by American Psycho to conceptual films focusing on the shape, the filmmakers challenge our perception of what mysqueeze is and made it a desirable object. Here is my favourite film… Daniel Having worked in design for the past decade, Daniel started ateliertally.com as a discussion of timeless, modernist product design. Trained as a graphic designer, he also has an avid interest in typography. You can follow him on Twitter @ateliertally.