HORNBACH used film craft to turn a simple script into a memorable piece of entertainment. Endless hours went into creating an absurd image that felt real and yet otherworldly; from large-scale real models to careful, meticulous casting and a custom score, it pushed all art departments involved to do their very best to craft the film.

After decades of stability, Germans feel particularly rattled by the series of crises that impact the country, as the economic and political outlook is particularly grim. The longing for a fresh start and renewed optimism is therefore particularly strong here.

We open on a lush meadow on a giant cocoon hanging from a tree. As it wiggles, contorts, and undulates, a grown man slowly and loudly hatches from the cocoon. He drops to the floor, rises, to his feet, and glimpses a welcoming committee of gardeners working on their spring projects. As he staggers over to join them, we see other giant cocoons on different trees – also waiting to be reborn for spring. As the camera pans out, the campaign line appears: „Every Spring, a new Beginning.“

Spring is usually the most important time of the year for HORNBACH's sales.

But as Germany has been shaken by a series of crises, a lack of money and fear for the future have made Germans less inclined to spend on their gardens in recent years.

We wanted to make people long for their gardens again by conveying the essential feeling of early spring: as flowers bloom and nature comes back to life, it washes away hardship and makes way for new beginnings and possibilities. Communicated through the metaphor of a gardener being reborn in a cocoon, just in time for the beginning spring season.

We open on a cocoon hanging from a tree in a gorgeous location. The background is slightly out of focus, but we get the feeling that we are in a beautiful landscape. We hear birdsong and the gentle breeze.

Suddenly, the cocoon begins to wiggle and contort, as we hear the sucking of a creature in amniotic fluid deep inside.

We move even closer to the cocoon as we begin to hear grunts. Suddenly a human eye can be seen through the semi-transparent cocoon. Really close.

Then, a human finger pokes out through the skin of the cocoon, followed by a hand. What do we have here? With a sloppy slurp, a man’s head emerges. The man gasps for air, taking his first breath.

Cuts wider as his shoulders appear. He looks puzzled, confused.

Boom! Before you know it, the cocoon hits the ground with a thud. The man groans. Ouch!! That’s got to hurt. Slowly, he gets to his feet. Takes his first awkward steps, as shaky as a newborn foal.

Disoriented, he looks up. Then looks around. From his POV we see a welcoming committee – a group of gardeners. All different shapes and forms, clothes and boots. Working on various garden projects. These are his people.

He slowly waddles over to join his new community. As he begins his new life in spring, the camera zooms out to reveal a second, wriggling Cocoon on a tree – also about to be reborn for spring.

Super: Every Spring, a new Beginning.