This is a nice example of the future of commercial filmmaking. This is a beautiful piece on Gemma O'Brien who is a professional typographer based in Australia. This piece is primarily on her craft, her art, and how she see's the world. However, the piece she is working on throughout the film is a billboard advertisement for Kirin Cider. You don't feel that you've been advertised to, however, you subconsciously see that Kirin Cider has posted the film (on Vimeo primarily a filmmakers video sharing site). It feels very authentic as far as short documentary goes, but it is a commissioned piece by Kirin Ciders. I love the work, the imagery is wonderful and the story is great. The future of commercial work exists on the internet. Not as forced advertisements to watch before you see your video on YouTube, but in beautiful orchestrated pieces loosely tied to their financing. Nice work by the director, as well as Kirin Ciders for taking this route.