The first DIY store to claim a time. We created a poetic, heroic ode to the morning – and those it really belongs to: DIYers. A slow-paced, sophisticated counterstatement to a stressed world. Demonstrating with minimal opulence and stripped-down grandeur that there is still a bit of untouched magic left in every busy day. That if you dare to go there, the magic is all yours to consume and to be filled with your project. So DIYers can proudly proclaim: The morning is ours.

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Our aim was to create imagery that resembles renaissance paintings, enhancing colors typical for that era of painting. The key concept of the script was to portray DIYers in the precious morning moments before the sun rises – this moment of peace before you start to work on the project. In meticulous technical recces, we figured out essential early morning scenes and shot them at dusk – on 35mm Kodak Vision 3 500T 5219.