With our good friends at SWEET and HEMA, we ventured out to search for the real HEMA stories – by and from its fans. Kicked off with the launch of a 25-sec TVC, and three longer stories, as of today a new portrait will premiere each week. 100 stories will eventually be told, 37 portraits in the first round.
Found and put under the loop by a bespoke research team, the stories were discovered through social media, focus groups or old letters from the HEMA archives, to mention some. A team of artists, directors and animators such as Johan Kramer, Andreas Pasvantis and From Form were responsible for crafting individualized formats according to each story. All films have a distinct style and expression, reflecting the diversity of its consumers and their different characters.