Do we really know the most creative part of the advertising industry? Are we clear about what it consists of?
Craft as such is nothing new, it encompasses several concepts of the Spanish vocabulary: Art, skill, craft, trade, manufacture, confection… in short we can say that: Craft = Craftsmanship.
Craft is the traditional way of doing things, just as our grandparents and their parents did before them. As, for example, the weaver’s trade in the Real Fábrica de Tapices (Royal Tapestry Factory in Madrid).
The apprenticeship of the artisan trades can last more than 20 years. The weaver acquires extensive knowledge about the textile technique, but also about drawing, dyes and the history of weaving.
The essence of the Real Fábrica de Tapices lies in the hands of the master weavers who keep alive the centuries-old knowledge of traditional textile techniques.
When it comes to manufacturing the carpets and tapestries, the masters of the Real Fábrica de Tapices make decisions of an artistic nature that are fundamental to guarantee the impeccable quality of the products.
Both the selection of colors and the interpretation of the painter’s line are the work of the weaver. Therefore, their craft is an art that requires a creative combination of technique, memory, experience, patience and meticulousness.
The Real Fábrica de Tapices has 300 years of experience in the manufacture and restoration of carpets and tapestries. Founded by the king Philip V in 1721, the factory soon became a European benchmark for the manufacture of luxury fabrics, thanks to the collaboration between weavers and painters of the stature of Mengs and Goya.
At this point you may think that at the APCP we have not gone crazy, and now we are going to dedicate ourselves to the world of textiles, but first let’s know what all this has to do with our sector.
In short, craft is the value of good ideas, a whole, a whole, an opportunity for the advertising production sector.
Craft adds value to a production, not only by adding creative value but also as a tool capable of offering real commercial value.
The advertising sector is not static, and we are not referring to its communication. The business model is changing and the opportunities that present themselves are very attractive.
Creatively, there are great pieces, but we must focus on that creativity that materializes: the Craft.
To create relevant brands, more and more creative assets are needed to position and stand out in both existing and new channels, which are being created and consolidated at the speed of light.
In this context, the importance of production in bringing great creative ideas to life will become a clear differentiator.
Add to this how technology is rapidly transforming all aspects of the media and advertising industry, including the way content is produced, and there is a clear opportunity for advertisers to have solutions in place to create more creative assets, across platforms, more agile, more contextualized, at scale and more efficiently.
