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Hemkade48 Rebranding Campaign
History Resurfaces Again
Innovations
Campaign Film Rebranding
Client
Hemkade48
Something Beneath Hemkade
For the rebranding of Hemkade 48, we developed a cinematic campaign in which the history of the venue literally begins to resurface. A mysterious black substance appears throughout the building during its renovation, creating the starting point for a story that slowly connects Hemkade's industrial past with its new future. A woman enters Hemkade and discovers researchers examining the mysterious substance. After being spotted, she escapes into an old storage room where the sound of a television draws her deeper inside. On the screen, a broadcast from the future reveals fragments of a new Hemkade. What first appeared to be an unknown substance becomes something more: a visual representation of the venue's history resurfacing and becoming part of what comes next.
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A Rebrand Told Through Story
Rather than revealing the new identity immediately, the campaign was designed to build curiosity across multiple releases. Each film adds another part of the story, allowing the audience to gradually discover the connection between Hemkade's history and its next chapter. By combining practical filmmaking, production design and AI-assisted visual effects, we created a visual world that remains rooted in the real location while giving the campaign its own cinematic identity.
The Discovery
The mystery moves beyond Hemkade. Barrels connected to the discovery are transported into the city, where the black substance begins leaking from one of them. For a brief moment, something unexpected can be seen inside. The barrels later appear throughout Amsterdam, bringing the campaign into the real world and allowing the story to spread beyond the venue itself.
The Reveal
During renovation work at Hemkade 48, an unidentified black substance begins appearing throughout the building. It seeps from floors, ceilings and old infrastructure, turning an ordinary renovation into the beginning of something unexplained. The first film introduces the mystery without revealing its meaning, leaving the audience to question what has been hidden inside Hemkade all this time.
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