Title	YOU'RE ALIVE. DO YOU REMEMBER?
Brand	HORNBACH
Product/Service	DIY HOME IMPROVEMENTS SUPERSTORES
Category	A12. Achievement in Production
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY
Production	PARTIZAN Berlin, GERMANY
Additional Company	LOFT TONSTUDIOS Berlin, GERMANY

Name	Company	Position
Guido Heffels	HEIMAT Berlin	Chief Creative Officer
Guido Heffels	HEIMAT Berlin	Creative Director
Frank Hose	HEIMAT Berlin	Creative Director
Teresa Jung	HEIMAT Berlin	Creative Director
Felix Pfannmüller	HEIMAT Berlin	Art Director
Marlon Fischer	HEIMAT Berlin	Copywriter
Marco Bienek	HEIMAT Berlin	Junior Art Director
Mo Sadeghi	HEIMAT Berlin	Junior Copywriter
Matthias von Bechtolsheim	HEIMAT Berlin	Agency Management Executive
Maik Richter	HEIMAT Berlin	Agency Management Executive
Tim Holtkötter	HEIMAT Berlin	Agency Account Supervisor
Frauke Bielefeldt	HEIMAT Berlin	Agency Account Director
Franziska Falk	HEIMAT Berlin	Agency Account Manager
Franziska Lequen	HEIMAT Berlin	Agency Account Manager
Kerstin Heffels	HEIMAT Berlin	Agency Producer
Tom Noakes	-	Film Director
Antonio Paladino	-	Director of Photography
Moritz Merkel	Partizan	Producer
Thomas Schnaitmann	Hornbach	Client Marketing Director
Julia Ziegelmann	Hornbach	Client Marketing Director
Swenja Babucke	Partizan	Producer
Fiona Crombie	-	Productiondesign
Nils Landmark	-	Editor
Steffen Röthinger, TED+FLO	-	Post Producer
David Arnold	LOFT Studios	Sound Designer
Thomas Berlin	-	Music Producer

Brief Explanation

A DIY enthusiasts is about to start his project. As he starts, he is burly naked and dives off a cliff into all sorts of materials - a metaphor for rediscovering his passion for life through some invigorating outdoor project and materials. He achieves a therapeutic satisfaction. A sadomasochistic relationship between pain and pleasure; although it looks uncomfortable, it feels pleasurable. Combining the sensual tonality of a Day Spa with the physical chaos, roughness, dirt, grime and sweat of DIY culture fuels the comedy. So although our hero violently tumbles through each elemental texture, he’s loving every moment of it and ultimately feels very “alive“.

Results

The budget (510.000 EUR) was challenging, but with choosing Cape Town as production hub, we did not only get access to highly skilled team and great locations, but also to a low Rand. So the biggest obstacle really was born from the need to capture this on location and in camera without excessive CGI, as using CGI would have betrayed the DIY ethos. Most of the commercial is achieved without VFX. Each obstacle therefore had to subscribe to tight financial and logistical realities which required complex departmental choreography and development. Through multiple meetings with all head-ofs already weeks ahead of the shoot, we managed to closely engage Art Department, Stunt, SFX, VFX and camera department to come up with prototype solutions for the complex demands of the directors interpretation.