The world is in turmoil. Our generation will be defined as the one destined to stay at home for months at a time. Feeling restless. Helpless. And as the world keeps moving around us, changing faster and faster, ultimately – insignificant.
European DIY chain store HORNBACH couldn’t accept this. Since its beginning, the brand has propagated the power of the project to propel us to new heights. So during the Covid-19 crisis, we wanted to turn the destiny of the everyday DIYer into a virtue. Creating an epic journey of an incredibly shrunken man. Heroically, almost mythically, surpassing his old self in the cathartic work on a project. Culminating in a rallying cry not only for him, but for all of us:
It seems impossible. Until you do it.

Created at HEIMAT, Berlin.
Director: Tom Kuntz
Director of photography: Hoyte van Hoytema
Film Production: MJZ / Tony Petersen Film

Billboards and posters encouraged people to overcome their old self.


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