Hornbach
Rune Milton is all about finding a poetic balance between character and detail, so when the Hornbach brief landed, we knew we needed to capture something truly special - a warm, sensitive celebration of imperfection. Fittingly, Rune appreciates the beauty in the things others might overlook, so that was the philosophy we channelled for this project, creating a world of raw human attitude that refuses to apologise for getting its hand dirty.
Focusing our visual research on an unstaged aesthetic, we spent our time sourcing oddly personal creations, finding genuine humor and a unique sculptural beauty in everyday surfaces and objects. We leaned heavily into texture, making sure you could practically feel the sweat, dust, paint and splinters of wood through the screen.
The treatment design needed to be unfussy and as uncomplicated as possible, avoiding ornamentation and allowing the tactile visuals to do the talking. The final deck was a reflection of Hornbach’s unique ethos, championing the release of your own ideas into the world and reframing what others might call mistakes as badges of honour.
While Rune was always set to be the best pick for this project, the finished campaign is a shining example of his affinity for finding the human element in every story.