2026
FILM CRAFT
- INTERNATIONAL
(Direction)
Just A Board - HORNBACH Baumarkt AG
Silver
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Title:
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Just A Board |
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Brand:
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HORNBACH Baumarkt AG |
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Production Company:
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ANORAK x ProdCo |
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Entrant Company:
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ProdCo United Kingdom |
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Director:
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Ian Pons Jewell |
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Agency:
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HeimatTBWA\ |
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Editor:
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Yorgos Lamprinos |
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Agency Producer:
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Kerstin Heffels |
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Client:
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HORNBACH Baumarkt AG |
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Post Production Company:
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KATALYST |
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Production Company Producer:
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Steffen Leiser |
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Creative Director:
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Luis Jähner, Christopher Kämmerer |
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Copywriter:
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Sandra Wulkow, Luis Jähner, Guido Heffels |
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Sound Engineer:
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Thomas Houthave |
| Account Director: |
Léa Böhm |
| Account Manager: |
Peter Hunger |
| Casting: |
Elo Chkheidze, Nanuka Sioridze, Kharmel Cochrane |
| Music: |
KLANKWERK |
| Other: |
Executive Producer: Christiane Dressler |
| Other: |
Chief Marketing Officer: Karsten Kühn |
| Other: |
Head of Global Marketing: Thomas Schnaitmann |
| Other: |
Head of Brand Marketing: Julia Post |
| Sound Studio: |
KLANKWERK |
| Notes: |
The directing challenge was to make a discarded board feel like the central character of a film while giving an essentially montage-based structure a clear emotional arc. The starting point was a single image of a man walking past a piece of wood without acknowledging it. From there, the protagonist was developed as someone whose former connection to making and DIY had been eroded by the routine of his working life, allowing the board to become a trigger for rediscovering that instinct. This informed a progression from restrained realism into increasingly imaginative possibilities, including a dream sequence introduced during development. Crucially, every vignette remains connected to the same piece of wood rather than functioning as an independent gag. Even the board itself was cast: the art department collected multiple pieces and staged a physical “audition,” examining them from different angles before selecting the final one at the last minute. The shoot was taken to Georgia, a location proposed during the directing process for its visual character and texture, and the camera was kept deliberately raw and flexible, allowing planned compositions to sit alongside discoveries made on set. Perspective became a storytelling device, placing the audience unusually close to the board’s imagined uses — behind guitar strings, beside a tooth being picked and within the physical action of each transformation. The director also created and performed the voice-over, establishing its stoic, internal quality from the scratch recording onwards. The edit was subsequently shaped around its pauses and cadence, making image, performance, sound and rhythm work together to take the protagonist convincingly from disillusionment to renewed creative possibility. |
JPG
