HORNBACH

Make Room For Yourself.

In spring 2021, HORNBACH’s campaign embraced a powerful message: “Make room for yourself.” After the long, draining lockdown winter of 2020, people were left exhausted, tense, and yearning for a fresh start. This campaign tapped into that collective longing for freedom and renewal, inspiring DIYers to clear out the old and make space for something new.

The heart of the campaign was the bold idea that real change starts with letting go — whether it’s ripping out dead roots, dismantling an old shed, or literally clearing the way for your next project. The centerpiece? A monster truck tearing through a rundown garden, crushing fences, demolishing sheds, and carving donuts in a pond. This spectacular imagery was more than just fun — it symbolized the liberating power of starting anew and captured the spirit of freedom that so many craved in early 2021.

As the digital art director, I brought this vision to life with vibrant animations for social media, dOOH, and display advertising. I even created HORNBACH’s very first memes using footage from the campaign — because making room for yourself should always come with a smile.

The campaign rolled out internationally across TV, digital platforms, and social media. It was supported by display ads, PoS materials, radio spots, posters, and flyers. Every touchpoint celebrated the core idea: Sometimes, there’s no fixing the old. The only way forward is to make room for something new.

CREDITS
Client: HORNBACH
Creative Agency: HEIMAT Berlin
CCO: Guido Heffels, Matthias Storath
CD: Guido Heffels, Marlon Fischer
DOP: Martin Werner
My Role: Art Direction & Motion Design
Production: CZAR Film
Music Producer: 48k GmbH
Sound design: Loft Tonstudios
My Role: Art Director & Motion Designer
Year: 2021