The pandemic turned everyone’s world upside down and forced them to answer a question: “Am I living my life to the fullest?” This, among other things, is what made Pau Javier, founder of Wabi Sabi local pottery studio, leave her work in production and turn to a hobby that would eventually grow into a successful business. How did she do it?
Press play on life
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FWD Life Insurance’s (“FWD”) new brand campaign – “press play” — features Javier’s story. “Press play” spotlights the brand’s promise to encourage and help empower Filipinos to celebrate living. It is inspired by the stories of six, real-life heroes and features real moments and experiences as they navigate common themes that impact the day-to-day lives of people across Asia.
Each featured took moments of pause to reflect on their lives and understand their personal objectives and dreams. They chose to press play on reconnecting with loved ones, following their passions, taking risks, and, like Javier, changing careers.
Press play on well-being
Javier built the local pottery brand Wabi Sabi with her sister, Gabbie Javier, at the height of the pandemic in 2020. It started as a way for her to focus on her mental health amidst the series of lockdowns and working from home as an advertising producer. Today, she is not only successful in selling her hand-crafted ceramic wares but also is popular among local celebrities and enthusiasts for her pottery workshops.
“Pau’s experience is a good example of why we’re encouraging every Filipino to ‘press play’ on their passions and dreams,” said Roche Vandenberghe, Chief Marketing Officer of FWD Life Insurance Philippines. “Through our brand campaign, we want people to know that they can shape their own life journey as they desire. The goal is to celebrate living despite challenges. This is how we hope to transform the industry by changing the way people feel about insurance.”
The campaign capitalizes on the strength of the highly recognizable “play” symbol, consistent with the FWD philosophy that insurance should be a source of empowerment to enjoy life and celebrate it with confidence. This symbol is encapsulated in campaign videos remotely filmed and produced in five locations across Asia.
The “press play” campaign which took off from the regional debut started by FWD Group, is now live in the Philippines across FWD’s multiple media channels. Learn more about it here!
Beauty in imperfection
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Javier shared that she decided to name her studio after a Japanese philosophy that urges everyone to constantly look for beauty in imperfection. ‘Wabi sabi’ is a concept that celebrates the natural cycle of life. Much like clay you can mold until it takes whatever shape you want — mugs, cups, bowls, all uniquely your own.
Starting a pottery studio wasn’t the initial plan. All Javier knew was that the demands of her work in production started to burn her out and after working all her life in the field, she needed a breather. Molding clay was something therapeutic. Besides, she had always wanted to explore more avenues for creativity and push herself to try something new. Javier shares how she loves that when she’s behind the pottery wheel all that matters is shaping the clay into anything she likes.
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Her intimate studio in San Juan was only supposed to be a small sanctuary for her and her sister to get creative, a respite from the demands of the outside world. Turning her love for pottery and ceramics into a business wasn’t something they thought of. But after Javier saw everyone’s response and clamor to learn the craft, it naturally turned into a business.
Today, Wabi Sabi hosts a one-day Potter Workshop Crash Course (P4,400), a Pottery 3-Day Full Course (P10,600), and an at-home experience with Wabi Sabi Clay Kits (P4,500). From their small studio in San Juan which can only accommodate about 5 potter’s wheels, they are poised to move to a new studio nearby that can now fit 10. The upgrade simply speaks of the demand — pottery is a craft that’s alive and thriving.
Book your pottery workshop at Wabi Sabi here.
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