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 un-staged aesthetic, we spent our time sourcing oddly personal creations, finding genuine humour 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. For cinematography, this meant sourcing moving references that embraced natural lens flares and slow, intimate camera movement, giving every scar on wood grain a rich narrative of its own.
Casting was another vital consideration throughout the deck, and we made sure to stray away from the faces of professional actors, instead prioritising the real craftsman and everyday DIYers that Rune wanted to capture, with real weathered hands and authentic expressions of quiet focus.
In designing the actual treatment, we needed to keep things as unfussy and uncomplicated as possible, avoiding ornamentation and allowing the tactile imagery to do the talking, neatly complemented by an organic, earthy colour palette. 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, turning simple DIY tales into an authentic, unfiltered celebration of hands-on creation.