By Design: Amanda Kramer on Her Sundance Film & Avoiding Cliché
The 2025 Sundance Film Festival is already generating buzz, and one project attracting attention is Amanda Kramer’s By Design. The film, an official selection, is sparking conversation not only for its premise but also for the unique inspirations and collaborative spirit behind its creation.
A Unique Creative Spark
Kramer identifies a surprising trio as the biggest inspirations for By Design: “Gorgeous chairs, the implicit and limiting morality of body swap movies, [and] jealous women.” This blend of aesthetic appreciation, genre deconstruction, and exploration of complex human emotions suggests a film that is both visually striking and thematically rich.
Targeting a Specific Audience
While Kramer hopes By Design resonates broadly, she has a clear vision of who she wants to reach. Her target audience includes “Actors and artists I admire, furniture designers, [and] Gen X Canadians.” This eclectic mix suggests a film that appeals to those with an appreciation for craft, performance, and perhaps a touch of nostalgia.
A Collaborative Spirit with Juliette Lewis
The casting of Juliette Lewis exemplifies Kramer’s intuitive and collaborative approach. Kramer recounted meeting Lewis at a cafe and immediately offering her the lead role, despite the character’s limited dialogue. Lewis’s immediate response – “Send it” – and willingness to also become a producer demonstrated a “total synergy” according to Kramer. This suggests a working relationship built on trust and shared artistic vision.
The Magic of Dance
Kramer highlighted the collaboration with choreographer Sigrid Lauren as a particularly memorable aspect of the filmmaking process. She described how the arrival of Lauren and her dancers created a “hushed reverence” on set, with the entire crew becoming an audience and applauding each take. This underscores the importance of dance sequences to the film’s overall impact.
Timeless Themes
Interestingly, Kramer doesn’t believe By Design needs to be told *now*. She asserts that the film’s themes – envy, obsession with objects, and the desire for self-escape – are “always” relevant to the human experience. This suggests a film that aims for a timeless quality, rather than being tied to a specific moment in time.
Alternative Paths
If filmmaking hadn’t been her path, Kramer reveals she would have enjoyed teaching high school theatre. This provides insight into her passion for storytelling and her commitment to nurturing creativity in others. She also shared that the opening credits of the 1987 television show Duet are the last thing she saw that she wished she had created, hinting at an appreciation for innovative visual storytelling.
Aversion to the Expected
When asked about her key to success as a storyteller, Kramer succinctly stated: “My allergy to cliché.” This suggests a commitment to originality and a willingness to challenge conventional narratives.
Sundance Favorites
Kramer also shared a list of her favorite films from the Sundance Institute or Festival: Trust, Paris is Burning, The Brother from Another Planet, and Wild Tigers I Have Known. This provides a glimpse into her artistic influences and preferences for independent, thought-provoking cinema.
Frequently Asked Questions
What inspired By Design?
Gorgeous chairs, the morality of body swap movies, and jealous women were the biggest inspirations.
Who is the film intended for?
The film is intended for actors, artists, furniture designers, and Gen X Canadians.
What was Kramer’s experience working with Juliette Lewis like?
Juliette Lewis was immediately enthusiastic about a lead role with limited dialogue and also agreed to be a producer after their first meeting.
Will By Design find a broad audience, or will it remain a niche offering? It’s possible the film’s unique blend of inspirations and Kramer’s clear artistic vision could attract a dedicated following, but its success will likely depend on critical reception and word-of-mouth.