Inspired by the Georgian word “Khusturi” we created several muse droplets - Khushturis. Everything in our video was based on true stories and with magical realism we let our Khusturis reveal that in the history of creation nothing happens on its own. Our brand goes against routine existence. We wrote a super catchy song, that everyone can hum when they have a “Khushturi” or whenever they feel bored and need some zest.
We wanted to communicate the message of how big things happen to people when they are open to the joy of creation. To give people an idea of what our Khushturis are all about, we decided to introduce them alongside famous personalities. Every discipline has its own assigned Khushturi: invention/ play-play - Isaac Newton, drawing - Jackson Pollock, singing - Monserrat Caballé, poetry - Galaktion Tabidze, dancing - Elvis Presley.
We let the audience watch these amazing individuals at work, in order to demonstrate how their outstanding and innovative creations came to life by “accident” - thanks to inspiration from Khushturis.
