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“.
Execution
In a world of increasing digitization and urbanization, Hornbach seeks to inspire and remind people that they are ‘alive.’ The intent was to create a visual metaphor that encapsulates the sensorial pleasure and sublime gratification a DIY enthusiast experiences while working on a backyard project.
The key was distilling the metaphor down to its purest expression – that to a DIY’er this ‘feels like’ a day-spa retreat. Day Spas are the epitome of a haptic experience and curiously, DIY enthusiasts achieve a similar therapeutic satisfaction. What unites the two cultures is 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.’