LBB speaks to TPF’s producer Florian von der Heydt and Icon Films Romania’s producers Ileana Anghel and Raul Cosma about crafting the practical-effects heavy spot that just keeps winning awards.
Not many ads can boast being awarded from 11 major awards shows while still being shortlisted for more. Yet Hornbach’s ‘The Square Meter’ is that juggernaut. It has already picked up trophies at the LIA, Clio, Cannes Lions, and the D&AD awards, to (really) name just a few. Directed by Steve Rogers, with production from TPF Berlin and Revolver in Sydney, and production service from Icon Films Romania (part of the Compass Rose group) the spot shines with realised ambition underpinned by craft of the highest quality. Commenting on the spot winning a Film Craft Lion this year, jury president Prasoon Pandey, ad filmmaker at Corcoise Films India, said: “It is not often that one gets to see all the cinematic arts come together so perfectly like synchronized swimming, to turn a DIY subject into a film with magical intrigue.”
Producer Florian von der Heydt says that the creative ideas grew bigger and evolved from the original brief once director Steve Rogers got involved. To realise the scale of the ambition, Florian turned to Icon Films Romania as he was aware of the company’s reputation for facilitating the “sometimes creatively chaotic nature of these collaborations” and because the team is “well-versed in the processes of large-scale international productions.”
The grand concept behind the spot is ‘Every square metre deserves to be the best in the world’ and this was translated quite literally in the production and the set design as it was decided at least one dimension of each room had to conform to that measurement – a significant challenge for the construction and departments. Pre-production lasted three and a half months while building the sets was a two week process, according to Icon Films Romania’s producer Ileana Anghel and Raul Cosma. The team at Icon is no stranger to complex and craft-rich productions, a subject we previously explored in our ‘craft renaissance’ series.
Read the full interview: https://www.lbbonline.com/news/hornbachs-the-square-meter-is-the-creatively-chaotic-awards-favourite