To showcase Jaipur Rugs’ commitment to all the people who contribute to a single rug.
Jaipur Rugs asked us to create an advert in anticipation of their new 'Artisan Originals' collection of rugs. We spent a week filming every stage of their production line and speaking to the whole team, trying to get to the bottom of what makes Jaipur Rugs unique in the global rug market. What we found was an incredible investment into their front line, and a culture which celebrated the craftsmanship needed for every level of production. This led us to the central idea of the advertisement: ‘Every Hand Matters’. We carefully went through all the stages of production and created a beat using the sounds of each process. We wanted to create something which shows how each intricate skill set builds up to a singular whole, something greater than the sum of its parts.