HORNBACH

Let Nature Do The Job.

HORNBACH, the European DIY and gardening superstore, has always empowered gardeners to perfect their yards down to the smallest detail. But in an era marked by droughts, resource shortages, and rising costs, it’s time to rethink what gardening truly means.

This spring, typically the busiest season for gardening, HORNBACH launched a groundbreaking campaign with a surprising message: Do absolutely nothing. Instead of encouraging customers to buy more, the brand called on gardeners to step back and let nature take the lead. A rallying cry for wilder, more sustainable gardens, the initiative reimagined the industry’s traditional business model while inspiring a movement.

HORNBACH explained: “Amid long-standing droughts, water shortages, climate change, and a sharp decline in birds and insects, we believe the time has come to redefine the perfect garden. By letting nature take over, gardeners can discover the beauty of chance and witness the magic their gardens create on their own.”

The campaign celebrated this philosophy with four stunning films, capturing nature’s transformative process — from floating seeds to flourishing wild plants — all staged with cinematic elegance. Launched across Europe, the campaign included a powerful mix of digital content, DOOH, ambient installations, and PoS activations, inviting gardeners everywhere to embrace the wild.

HORNBACH’s message resonated: The most beautiful gardens are shaped by chance, and the best gardener has always been nature itself. 🌿

CREDITS
Client: HORNBACH
Creative Agency: HEIMAT Berlin
CCO: Guido Heffels, Matthias Storath
CD: Guido Heffels, Luis Jähner, Christofer Kümmerer
Director: Hauke Hilberg
DoP: Nick Morris & Ailsa Tapping My Role: Art Direction & Motion Design
Production Company: CZAR Film
Sound Production: LOFT Tonstudios
Director of Photogrphy: Nick Morris
Photographer: Max Sloboda
My Role: Art Director & Motion Designer
Year: 2023