Is this still Craft?
Das Handwerk, the German craft association, teamed up with Heimat and a selection of our directors to pay homage to the art of craftsmanship. Portraying the creators of the future, the campaign consists of various portraits bringing to life a fresh perspective on craft. The various directors, including Johan Kramer, Noël Loozen and Emmanuel Adjei, were equally challenged to add their distinct visual and narrative style to the film, crafting a tailored approach per artist.
The campaign puts five authentic craftsmen centre stage, brand ambassadors who embody traits of modern craftsmanship. More about some of them below.
Architect and carpenter Gunnar Bloss experiments with robotics and 3D printing. Directed by Emmanuel Adjei.
Jimmy Pelka, mechanic and tuner, has a need for speed. Directed by Noël Loozen.
Eric Wrede works for a progressive culture around death. Directed by Johan Kramer.