Making knives, making liquor, making sofas, making videos…making…
To create, is probably the most important verb in the life of a craftsman; in fact, it is so important that at times other actions by comparison seem insignificant. What is left behind from the actions of a true craftsman is the creation of a product, in some cases a work of art. In our case, what is truly “handmade” can only be the work of real craftsman.
The following video clips are not about the work of Berto Salotti, and yet, in many ways they are. They tell stories about how to make a quality product; in other words they demonstrate the attitude of the craftsman toward his art. In this sense, they represent our sentiments toward what we do in our industry.
The series “Made by Hand” is in fact filmed by an advertising director who is ardent about content, and so decided to devote himself to tales of passionate craftsmen. The first video clip, The Knife Maker, is an account of an ex-writer turned craftsman, he explains the work involved in creating high quality cutlery. Our next feature video clip, The Distiller, is a chronicle of a distillery in New York City, the first of its kind.
The videos themselves are real accounts of real people passionate about their work and what they create. The clean black and white images of individuals working and clear explanations of how they work form a type of advertising that can at last be admired.
We hope you enjoy watching.