Floridian Ceramics product video: “It can't be rushed”

A 58-second film we made for Floridian Ceramics, a pottery studio in Tampa.

The story

A woman still at work at 7:40 p.m. books Floridian Ceramics' Intro to Wheel Throwing. At the wheel the clay wobbles while she rushes it, until the instructor's hands settle on hers; she slows down, the clay goes still, and two to three weeks later she eats breakfast from the bowl she made.

Why it works

Its pace is the point. The week rushes past in one-second cuts under a tune played too fast; at the wheel the clay wobbles until she slows down, and the music winds down with her and plays at its own speed. The studio's own line, that clay can't be rushed, becomes something the viewer feels.

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What it says

0:05Tuesday, 7:40 p.m.
0:05Still at work.
0:09Intro to Wheel Throwing, $65
0:09No experience needed.
0:13Seminole Heights, Tampa.
0:20It can't be rushed.
0:27It rewards patience.
0:34Centering. Pulling walls. Shaping.
0:38Two hours at the wheel.
0:38Two bowls to take home.
0:45Glazed and fired twice.
0:48Two to three weeks later.
0:52Sit down. Get muddy. Make something.
0:53Intro to Wheel Throwing: 2 hours, 2 bowls, 4 students max, $65.
0:54floridianceramics.com

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