A concrete mixer. One seat. A whole lot of double takes.
HORNBACH kicked off autumn with a campaign celebrating what makers can do. Add creativity, craftsmanship and the right materials, and everyday hardware can become pretty much anything. If you can imagine it, you can build it.
Raúl&Rigel was asked to bring that idea to life. So we took a concrete mixer straight from the HORNBACH range and turned it into the Netherlands’ smallest cinema. One seat. No arguing over the armrest.
We parked it at the Netherlands Film Festival in Utrecht, where HORNBACH was a festival partner. Right next to the iconic Golden Calf outside the Stadsschouwburg theatre. A tiny cinema in a spot that was impossible to miss.
Inside? Five minutes of short films inspired by classic slapstick, shot with a fully functioning homemade 35mm camera. And this was no ordinary DIY camera: it was the size of a van, built using materials from HORNBACH and the centrepiece of the campaign.
From opening day to the final credits, our concrete mixer cinema kept heads turning and people laughing.
Proof that a hardware store can supply everything you need to make cinema. Including the cinema itself.
Agency: Raúl&Rigel
Photography: Lotte Dale & Keetje Mast
