Gorgeous chairs, the inherent drama of body swap narratives, and the sting of jealousy fueled the creation of By Design, a new film captivating audiences at the 2025 Sundance Film Festival. Director Amanda Kramer distilled these seemingly disparate inspirations into a story that’s already sparking conversation.
A Film for Artists, Designers, and Canadians
Kramer envisions her film resonating with a specific, yet eclectic, audience.
Kramer hopes By Design will find its audience among actors and artists she admires, as well as furniture designers and, surprisingly, Gen X Canadians. This unique combination suggests a film that appeals to both aesthetic sensibilities and a particular cultural moment.
Juliette Lewis’s Unfazed Response
The casting process itself offered a glimpse into the film’s unconventional spirit. Kramer recounted meeting Juliette Lewis at a cafe and offering her a lead role with minimal dialogue or physical movement. Lewis’s immediate response – “Send it,” followed by sharing her phone number – signaled a willingness to embrace the film’s challenges. Kramer was so impressed that she instinctively offered Lewis a producer credit during their first meeting, stating, “If she wants to do it, there’s no one else.”
The Magic of Dance on Set
One of Kramer’s most cherished memories from the production involved the collaboration with choreographer Sigrid Lauren and her dancers. She described a “hushed reverence” on set whenever Lauren and her team arrived, with the entire crew becoming captivated audiences during dance sequences. Applause followed each take, creating a palpable sense of magic and shared appreciation.
Timeless Themes, Not Time-Sensitive
Despite its debut at Sundance, Kramer doesn’t believe By Design is a story that *needs* to be told now. She argues that the themes of envy, object obsession, and the desire for self-escape are universal and timeless, capable of resonating with audiences at any point in time.
From Filmmaking to the Classroom
If filmmaking hadn’t become her path, Kramer revealed a passion for teaching high school theater. This suggests a deep commitment to storytelling and nurturing creativity in others.
Inspired by Retro Television
When asked about recent works that sparked her admiration, Kramer pointed to the opening credits of the 1987 television show Duet. This seemingly niche reference hints at a fondness for stylistic flair and a willingness to draw inspiration from unexpected sources.
An Allergy to the Predictable
Kramer attributes much of her success as a storyteller to “an allergy to cliché.” This aversion to predictability likely fuels the unique and unconventional elements that define her work.
Sundance Favorites
Reflecting on films from the Sundance Institute or Festival that have left a lasting impression, Kramer cited Trust, Paris is Burning, The Brother from Another Planet, and Wild Tigers I Have Known. These selections reveal a taste for bold, independent filmmaking that pushes boundaries and explores diverse perspectives.
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