Danish cermanic company Tortus Copenhagen brought the old-fashioned art from of handmade pottery back with a modern and hyper-cool ad video. While handmade pottery doesn't get enough credit for being handcrafted, Tortus Copenhagen shifts the emphasis away from mass-production back to the hands of the skilled potter.
The video begins with a potter slicing up a mound of clay and sitting down at his pottery wheel. While the viewer expects to watch the potter casually mold the clay, the camera quickly begins to rotate 100 times minute creating a cyclonic image surrounding the potter. Neat eh? Your eyes literally cannot focus on anything else except the potter as expertly molds a beautiful vase right before our eyes. You begin to appreciate the mastery of the hands and how they can construct such beautiful pottery.
If you can hold onto your seat long enough not to be nauseous by the speedy tornado movement, watch how Tortus Copenhagen’s video reinvents the pottery wheel for the 21st century.
Key Themes Behind This Trend
- Handmade Pottery Modernization
- The trend of modernizing traditional handmade pottery through unique advertising campaigns that showcase skilled potters using classical techniques in a contemporary way provides opportunities for disruption in the pottery industry.
- Craftsmanship Emphasis
- The trend of shifting emphasis away from mass-production and onto the hands of skilled craftsmen in industries like pottery allows for disruptive innovation opportunities in the niche market of handmade, artisanal goods.
- Cyclonic Advertising
- The trend of using cyclonic visuals in advertising, as demonstrated in Tortus Copenhagen's handmade pottery video, provides opportunities for disruptive innovation in the advertising industry by experimenting with new visual techniques.
Where This Applies
- Pottery
- In the pottery industry, there are opportunities for disruptive innovation by modernizing techniques and emphasizing craftsmanship in order to distinguish handmade pottery from mass-produced goods.
- Advertising
- In the advertising industry, there are opportunities for disruptive innovation through the use of unique visual techniques like the cyclonic effect in Tortus Copenhagen's pottery video.
- Artisanal Goods
- In industries that focus on producing handmade, artisanal goods, such as pottery, there are opportunities for disruptive innovation by shifting the emphasis from mass-production to the skill and craftsmanship of the makers.
