Bonus Monday Pottery Video: Ayumi Horie’s Match Striker in Action

As we all know, creative marketing is key when you are trying to make a living selling handmade pottery, or any other handmade item for that matter. You can make beautiful work, but if you don’t do anything to get eyes on it, it’s not going to go anywhere. Not only does potter Ayumi Horie make absolutely wonderful work, she also has come up with some of the most clever, humorous, and just plain smart ways to build her fan base.

 

Ayumi returns to Ceramic Arts Daily today with an example of her marketing genius: a “match striker in action” video. No doubt inspired by her “pots in action” photos, which she collects from her fans and displays on her website, this video shows a plethora of ways a handmade item can fit into, and enhance the everyday. As usual, this video oozes with Ayumi’s wit and great style so I thought it would make the perfect pick me up for a Monday. Enjoy!

 

P.S. You may remember Ayumi’s previous video, which demonstrated her dry throwing process. If not, be sure to check it out in the archives right here. – Jennifer Harnetty, editor.


 

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In this project, I took the idea of “Pots in Action” and extended it from static to moving pictures. In the video, I let go of being candid in lieu of emphasizing the match striker in use and imagining a narrative that was unreal in parts. The act of making fire, or striking a match, never gets old and I wanted the repetition to be both the visual and auditory. The swiping motion of the hand and arm grew into the passing of the match striker from scene to scene and tied them together. The scenes progress through the day from morning to night, making the video a “day in the life of a match striker.” – Ayumi Horie

 



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Comments
  • This was terrific!!!!!!!!!!!!!! Great idea and marketing.

  • This was terrific!!!!!!!!!!!!!! Great idea and marketing.

  • Great idea! and very well presented!

  • Great idea! and very well presented!

  • i almost hurt myself laughing at grandpa in the bathroom lighting the ol’ match….

  • i almost hurt myself laughing at grandpa in the bathroom lighting the ol’ match….

  • Hey where is the match box cover? Is one supposed to assume that these matches don’t have sparks that fly? Then you have a guy smoking a pipe with this open matchbox sitting on his knee. Are we supposed to assume that the pipe has some kind of spark-arrestor on it? Then of course there is the issue of safety matches. Who then becomes the responsible party? We live in a very litigious society. Clever idea, but not well thought out.

  • Hey where is the match box cover? Is one supposed to assume that these matches don’t have sparks that fly? Then you have a guy smoking a pipe with this open matchbox sitting on his knee. Are we supposed to assume that the pipe has some kind of spark-arrestor on it? Then of course there is the issue of safety matches. Who then becomes the responsible party? We live in a very litigious society. Clever idea, but not well thought out.

  • One question – who uses matches anymore? This product is 25 to 50 years too late. Loved the pipe smoker throwing his match away on a wooden patio deck. LOL

  • One question – who uses matches anymore? This product is 25 to 50 years too late. Loved the pipe smoker throwing his match away on a wooden patio deck. LOL

  • Nice thought on a dated tradition. Nice to see a piece of artwork being produced without, on this occasion, daft health and safety constraints

  • Nice thought on a dated tradition. Nice to see a piece of artwork being produced without, on this occasion, daft health and safety constraints

  • I it my understanding that safety matches require the striker on the box as they no longer have the white tips that allow them to strike anywhere as the older version had. If you have something that will light the matches it would be better to show you method more than a cute video…

  • I it my understanding that safety matches require the striker on the box as they no longer have the white tips that allow them to strike anywhere as the older version had. If you have something that will light the matches it would be better to show you method more than a cute video…

  • This was a fun and creative video, especially loved grandpa in the bathroom. There was a lot of humor, actually.

    And BTW, I DO use matches still, I can’t stand the automatic lighters where you need to be a three handed engineer to operate correctly!

    What do you need to do to the clay so that a match will strike? I love this idea, and would love to make something like this now 🙂

  • This was a fun and creative video, especially loved grandpa in the bathroom. There was a lot of humor, actually.

    And BTW, I DO use matches still, I can’t stand the automatic lighters where you need to be a three handed engineer to operate correctly!

    What do you need to do to the clay so that a match will strike? I love this idea, and would love to make something like this now 🙂

  • This has me designing a match container with a lid, a striker and place to put the burned out match! We keep a box of matches and a cast iron Chinese Dragon Dog with an open mouth that takes the burnt matches on the back of the toilet. Handy as we have back issues that require hydro therapy and only one bathroom!

  • This has me designing a match container with a lid, a striker and place to put the burned out match! We keep a box of matches and a cast iron Chinese Dragon Dog with an open mouth that takes the burnt matches on the back of the toilet. Handy as we have back issues that require hydro therapy and only one bathroom!

  • Just answered my own question: My Diamond brand Strike Anywhere Matches (large kitchen matches) quickly lit up after striking against the unglazed bottoms of most of my high fired clay bodys. I thought you would have had to add some texture to the piece first.

  • Just answered my own question: My Diamond brand Strike Anywhere Matches (large kitchen matches) quickly lit up after striking against the unglazed bottoms of most of my high fired clay bodys. I thought you would have had to add some texture to the piece first.

  • Nice commercial! The first thing I thought-every one of them pulled the match to strike toward them. I always strike match away from me, because sometimes the strike produces sparks, which if toward face, could cause a problem. Also, the guy on the deck after strike, throws the match on the deck-and lighting fireworks? Obviously, noone else is a worrywart like me!

  • Nice commercial! The first thing I thought-every one of them pulled the match to strike toward them. I always strike match away from me, because sometimes the strike produces sparks, which if toward face, could cause a problem. Also, the guy on the deck after strike, throws the match on the deck-and lighting fireworks? Obviously, noone else is a worrywart like me!

  • What fun! Loved the idea! so clever! I don’t understand why people get so nit-picky negative in their comments….no one uses matches anymore? I DO! The automatic lighters have been known to blow up on people! Spark-arrestor? oh, please!!!!

  • What fun! Loved the idea! so clever! I don’t understand why people get so nit-picky negative in their comments….no one uses matches anymore? I DO! The automatic lighters have been known to blow up on people! Spark-arrestor? oh, please!!!!

  • Hi. Great idea! Can I produce a similar object ? Or is it protected by some sort of Patent ? Thanks.

  • Hi. Great idea! Can I produce a similar object ? Or is it protected by some sort of Patent ? Thanks.

  • Brilliant! and check out her web site for another nifty video http://www.ayumihorie.com/video.html(and with the cutest puppy at that!)….and Pat, to you I say,RIGHT ON! I don’t get why people are being negative either…it’s obvious that this video was created by a person who wants to share her joy, sense of humor,and love of ceramics!

  • Brilliant! and check out her web site for another nifty video http://www.ayumihorie.com/video.html(and with the cutest puppy at that!)….and Pat, to you I say,RIGHT ON! I don’t get why people are being negative either…it’s obvious that this video was created by a person who wants to share her joy, sense of humor,and love of ceramics!

  • Love the idea. We use a lot of matches in the mountains starting our fire pits, candles, etc. Great marketing job! I loved it.

    ps, If you set the whole box of matches on fire, you throw it down on the ground! That way, when it breaks, you buy another one! Or, if you set the house on fire, you buy another one! Cute idea, forget the negativity!

  • Love the idea. We use a lot of matches in the mountains starting our fire pits, candles, etc. Great marketing job! I loved it.

    ps, If you set the whole box of matches on fire, you throw it down on the ground! That way, when it breaks, you buy another one! Or, if you set the house on fire, you buy another one! Cute idea, forget the negativity!

  • right, i agree with louisa and pat…what is with the negativity? don’t you people fire kilns? and drive cars? who is afraid of the dangers of a blown-out match…really???

  • right, i agree with louisa and pat…what is with the negativity? don’t you people fire kilns? and drive cars? who is afraid of the dangers of a blown-out match…really???

  • To those who let the health/safety issues get in the way of a fun video, come on, the most dangerous thing was the smoker getting cancer, da. How do you make the side rough enough to strike a match? Add grog? I’ll try that thanks.

  • To those who let the health/safety issues get in the way of a fun video, come on, the most dangerous thing was the smoker getting cancer, da. How do you make the side rough enough to strike a match? Add grog? I’ll try that thanks.

  • I’m sorry but I don’t get it. We are supposed to tote this thing around when we want to strike a match? You can use a log, a zipper, a piece of screen or anything else and this is if you can find matches that will strike anywhere which is increasingly rare. So you take the match out of the box with a striker on it, carry it into the next room, get out your pottery piece and strike it?

  • I’m sorry but I don’t get it. We are supposed to tote this thing around when we want to strike a match? You can use a log, a zipper, a piece of screen or anything else and this is if you can find matches that will strike anywhere which is increasingly rare. So you take the match out of the box with a striker on it, carry it into the next room, get out your pottery piece and strike it?

  • i thought it was super cute and i still use matches to light candles, incense etc. i was also wondering how you get it to work. so just unglazed clay? (what are the chances a spark would set off the rest of the matches?? highly unlikely!) for those who said it was dated and too late…obviously she’s doing great or she wouldn’t bother with a video if it was a dud product. plus, have you not noticed how retro is in?

  • i thought it was super cute and i still use matches to light candles, incense etc. i was also wondering how you get it to work. so just unglazed clay? (what are the chances a spark would set off the rest of the matches?? highly unlikely!) for those who said it was dated and too late…obviously she’s doing great or she wouldn’t bother with a video if it was a dud product. plus, have you not noticed how retro is in?

  • Loved the video…creative, melodic and well choreographed. Also very clever which shows potters as creative all around!!!
    Vincent: tsk,tsk, get over it, all the self rightousness and political correctness!!
    Ed: Lots of Weber Kettle users use matches of the “stikes anywhere” type. The woodsy folks have also spoken. Also our wooden deck was sindged but did not explode in the So. Cal wild fires in ’07 which was wind driven and diverted in another direction that took out my entire studio. The deck had been treated that year.
    Let’s not be regulators by personal judgement in enjoying someone else’s well presented drama to sell their pots. I am of the more mature adult population who enjoys you young ones and your enthusiasm for an old sport but let’s keep the peace. Thanx. MJ

  • Loved the video…creative, melodic and well choreographed. Also very clever which shows potters as creative all around!!!
    Vincent: tsk,tsk, get over it, all the self rightousness and political correctness!!
    Ed: Lots of Weber Kettle users use matches of the “stikes anywhere” type. The woodsy folks have also spoken. Also our wooden deck was sindged but did not explode in the So. Cal wild fires in ’07 which was wind driven and diverted in another direction that took out my entire studio. The deck had been treated that year.
    Let’s not be regulators by personal judgement in enjoying someone else’s well presented drama to sell their pots. I am of the more mature adult population who enjoys you young ones and your enthusiasm for an old sport but let’s keep the peace. Thanx. MJ

  • What a wonderful Idea! I love it, shame on the woossies who must use air dry clay :-J

  • What a wonderful Idea! I love it, shame on the woossies who must use air dry clay :-J

  • Well, if people really want to live in fear, just think about all of the chemicals one inhales when spraying those flowery bathroom sprays! Matches are the best deodorizer available! I loved the video.

  • Well, if people really want to live in fear, just think about all of the chemicals one inhales when spraying those flowery bathroom sprays! Matches are the best deodorizer available! I loved the video.

  • What a beautiful and fun little video!
    So much of what we do to successfully market ourselves is centered around creating a sense of romance between the artist and the work, and the client.
    Bravo! Well done!
    I would love to see more artists give this a go.

  • What a beautiful and fun little video!
    So much of what we do to successfully market ourselves is centered around creating a sense of romance between the artist and the work, and the client.
    Bravo! Well done!
    I would love to see more artists give this a go.

  • If you live in the tropics, you soon find that the strike mat on the box ceases to work. A pretty container with a built in striker that works would be great

  • If you live in the tropics, you soon find that the strike mat on the box ceases to work. A pretty container with a built in striker that works would be great

  • love it, supercute and great idea!
    but nothing will work with everybody, the point is that the watcher will want to find out who is this creative/different/strange/even stupid for some
    the point is to remember and I will!

  • love it, supercute and great idea!
    but nothing will work with everybody, the point is that the watcher will want to find out who is this creative/different/strange/even stupid for some
    the point is to remember and I will!

  • great, sick of the litle strips on boxes which only work for 1/2 the box. A must have for the kiln firer!!

  • great, sick of the litle strips on boxes which only work for 1/2 the box. A must have for the kiln firer!!

  • I still can’t play the videos hav’nt been able to for a good few months, what has changed? I’v tried all sorts of updates etc. Frustrating !!!

  • I still can’t play the videos hav’nt been able to for a good few months, what has changed? I’v tried all sorts of updates etc. Frustrating !!!

  • I enjoyed the video for what it was … entertainment. To all you men out there (and a few of you ladies) with your negativity … lighten up. Remember mom’s adage … if you don’t have anything nice to say don’t say it.

  • I enjoyed the video for what it was … entertainment. To all you men out there (and a few of you ladies) with your negativity … lighten up. Remember mom’s adage … if you don’t have anything nice to say don’t say it.

  • Wonderful!!!! Love, love, love it!

  • Wonderful!!!! Love, love, love it!

  • Vincent does being up some valid points about product safety and personal liability. There is always some idiot out there who won’t take resposibility for their lack of good judgement and will blame the maker of the product for their accident. Many potters who do arts fairs carry liability insurance and have some sort of corporate sheild as protection from a negligent public and ambulance chasing lawyers.

  • Vincent does being up some valid points about product safety and personal liability. There is always some idiot out there who won’t take resposibility for their lack of good judgement and will blame the maker of the product for their accident. Many potters who do arts fairs carry liability insurance and have some sort of corporate sheild as protection from a negligent public and ambulance chasing lawyers.

  • YES! You carry a handmade ayumi horie matchstriker with you all the time….get with the times everyone, it’s the thing to do. And, you can just sizzle the matchsticks on your tongue to make sure they’re completely out, so the forest doesn’t burn and smokey the bear doesn’t get angry with you.

    I can’t wait to hear more humorous negativity about this great marketing video. Wonderful scenes, brings back the usefulness of the handmade in a contemporary commercial, versatile, and well crafted! It holds our gaze for more than a second and lights a spark in us to remember.

    Great work, keep going Ayumi!

  • YES! You carry a handmade ayumi horie matchstriker with you all the time….get with the times everyone, it’s the thing to do. And, you can just sizzle the matchsticks on your tongue to make sure they’re completely out, so the forest doesn’t burn and smokey the bear doesn’t get angry with you.

    I can’t wait to hear more humorous negativity about this great marketing video. Wonderful scenes, brings back the usefulness of the handmade in a contemporary commercial, versatile, and well crafted! It holds our gaze for more than a second and lights a spark in us to remember.

    Great work, keep going Ayumi!

  • I love this video and I am really surprised at all the negative comments. What’s next? Worrying about someone suing us after they spill hot coffee on themselves from one of our handmade mugs?

    It’s up to us as potters and ceramic artists to push the field further and get our work out there. Why can’t each of us make a ‘commercial’ that features our work? It’s easily done these days (maybe not to the extent that Ayumi has done here) but we are each our own best marketers. This video could have been for any ceramic object. Consumers love this sort of thing. We may not be able to compete with the big box stores etc, but we don’t have to, we offer something that is emotional, tactile, usable, timeless, and practical. Among other things. Let’s support one another as we work out ways to get our pots and ceramics out into the world.

  • I love this video and I am really surprised at all the negative comments. What’s next? Worrying about someone suing us after they spill hot coffee on themselves from one of our handmade mugs?

    It’s up to us as potters and ceramic artists to push the field further and get our work out there. Why can’t each of us make a ‘commercial’ that features our work? It’s easily done these days (maybe not to the extent that Ayumi has done here) but we are each our own best marketers. This video could have been for any ceramic object. Consumers love this sort of thing. We may not be able to compete with the big box stores etc, but we don’t have to, we offer something that is emotional, tactile, usable, timeless, and practical. Among other things. Let’s support one another as we work out ways to get our pots and ceramics out into the world.

  • Lovely video- sweet and humorous object, and-clearly- one with a use (for some of us, at least)

  • Lovely video- sweet and humorous object, and-clearly- one with a use (for some of us, at least)

  • Loved this video-it’s one of a kind and very well done. I always use strike anywhere matches. I made a tiny square pot that holds the matches upright and strike on the bottom and keep it on my mantle near my fireplace. Yours is useful and nice to look at. I think your idea is just HOT!!! Make more videos, I think you may have found your calling.

  • Loved this video-it’s one of a kind and very well done. I always use strike anywhere matches. I made a tiny square pot that holds the matches upright and strike on the bottom and keep it on my mantle near my fireplace. Yours is useful and nice to look at. I think your idea is just HOT!!! Make more videos, I think you may have found your calling.

  • Gonna make one of these for the bathroom…excellent use of matches.

  • Gonna make one of these for the bathroom…excellent use of matches.

  • OMG, the video was inspiring and fun but for me even funnier were certain comments which had me in absolute stitches! The creative licence was missed entirely!! hahahaha .. do these people actually create anything artistically? Maybe its because I don’t live in a ‘Nanny’ state but the whole cautious bit gives me the heebie jeebies… in SA we live on the edge, moan like heck about it of course, but we feel so ALIVE! Vincent, Ben, Ed – you tried but did not come aywhere near putting out my creative spark. As for not using matches anymore well .. one could also ask why use candles when there is electricity and dimmer switches! The point is it is much NICER! The simple act of lighting a match becomes a pleasure. I only do handbuilding and over and over have people comment on how nice a piece is to hold – they can feel the potters energy. Thank you Ayumi. More please? But wait until my cheeks stop aching from all the laughing.

  • OMG, the video was inspiring and fun but for me even funnier were certain comments which had me in absolute stitches! The creative licence was missed entirely!! hahahaha .. do these people actually create anything artistically? Maybe its because I don’t live in a ‘Nanny’ state but the whole cautious bit gives me the heebie jeebies… in SA we live on the edge, moan like heck about it of course, but we feel so ALIVE! Vincent, Ben, Ed – you tried but did not come aywhere near putting out my creative spark. As for not using matches anymore well .. one could also ask why use candles when there is electricity and dimmer switches! The point is it is much NICER! The simple act of lighting a match becomes a pleasure. I only do handbuilding and over and over have people comment on how nice a piece is to hold – they can feel the potters energy. Thank you Ayumi. More please? But wait until my cheeks stop aching from all the laughing.

  • I agree that the video is well done and a good marketing tool. I JUST CANNOT FIND “STRIKE ANYWHERE” MATCHES TO USE. Would like to make one but if the match will not strike???

    Really liked the video from a well put together sales tool.

  • I agree that the video is well done and a good marketing tool. I JUST CANNOT FIND “STRIKE ANYWHERE” MATCHES TO USE. Would like to make one but if the match will not strike???

    Really liked the video from a well put together sales tool.

  • Great marketing – congratulations on getting us all talking about, and WANTING, a hand-made clay match striker!

  • Great marketing – congratulations on getting us all talking about, and WANTING, a hand-made clay match striker!

  • Tres cool, Ayumi! I laughed, and I smiled, and I empathized. Nice match box, excellent video.

    JK

  • Tres cool, Ayumi! I laughed, and I smiled, and I empathized. Nice match box, excellent video.

    JK

  • This wonderful piece puts me in mind of the little glazed ‘match striker’ animals that came in boxes of tea (I think). I use strike anywhere matches (available at our grocery store) a lot and think having the holder/striker together is great. Looks a lot better than the old match box! The video’s a great marketing tool…..Thank you Ayumi!

  • This wonderful piece puts me in mind of the little glazed ‘match striker’ animals that came in boxes of tea (I think). I use strike anywhere matches (available at our grocery store) a lot and think having the holder/striker together is great. Looks a lot better than the old match box! The video’s a great marketing tool…..Thank you Ayumi!

  • Thank you Ayumi! ignore any negative comments. Great idea and fun too.

  • Thank you Ayumi! ignore any negative comments. Great idea and fun too.

  • You have such wonderful and delightful creativity Ayumi! Thank you for sharing!!!

    Jean, ditto to everything you said.

    To those who could not get the video to play, I had that problem until recently when someone was so nice to point out the “compatibility view” icon in the http bar. It worked for me after trying all the other things, too. It’s a blue square at the top right of your page with a zig zag through it. Good luck!

    Here’s to happy potting everyone 🙂

  • You have such wonderful and delightful creativity Ayumi! Thank you for sharing!!!

    Jean, ditto to everything you said.

    To those who could not get the video to play, I had that problem until recently when someone was so nice to point out the “compatibility view” icon in the http bar. It worked for me after trying all the other things, too. It’s a blue square at the top right of your page with a zig zag through it. Good luck!

    Here’s to happy potting everyone 🙂

  • The video was pure art. Now for all of you nervous-nellies out there. How did we all survive these years without the government’s agencies telling us what was and wasn’t dangerous? As to litigation, “The first thing we do,” said the character in Shakespeare’s Henry VI, is “kill all the lawyers.”

  • The video was pure art. Now for all of you nervous-nellies out there. How did we all survive these years without the government’s agencies telling us what was and wasn’t dangerous? As to litigation, “The first thing we do,” said the character in Shakespeare’s Henry VI, is “kill all the lawyers.”

  • Great fun! Well put together…nice to see Ayumi’s creativity break the bounds of the studio and get out into the real world where people use matches and they strike towards themselves and they throw the spent match on the wooden deck and they light fireworks with them and after all we’re all human and fallible. This is FUN, folks, not TRUTH or HOW SAFE CAN YOU BE? Seems now the world is divided into two kinds of people — those who can see the whimsy and fun in this clever video and those who just have to point out the negative. Which kind are you?

  • Great fun! Well put together…nice to see Ayumi’s creativity break the bounds of the studio and get out into the real world where people use matches and they strike towards themselves and they throw the spent match on the wooden deck and they light fireworks with them and after all we’re all human and fallible. This is FUN, folks, not TRUTH or HOW SAFE CAN YOU BE? Seems now the world is divided into two kinds of people — those who can see the whimsy and fun in this clever video and those who just have to point out the negative. Which kind are you?

  • Oh my gosh. Did that pipe-smoking man actually INHALE??? Woe is us!!

  • Oh my gosh. Did that pipe-smoking man actually INHALE??? Woe is us!!

  • Loved it! are the directions for making it on a video or dvd?

  • Loved it! are the directions for making it on a video or dvd?

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