Hatecke Next Gen

Illustrations and motion Design for Hatecke GmbH & About People

How can we depict childhood memories?

Human memories, at times vague and at times cloudy, are undeniably brimming with emotional depth.

I was commissioned by the film agency “About People” to create three animated illustrations for their movie “Hatecke Next Gen,” aimed at conveying the new leadership of Hatecke GmbH. This marks a significant and emotionally charged transition as the company will now be led by a non-family member for the first time in its history. The impact of this change extends not only to the company but also to the members of the Hatecke family.

In the illustrated movie introduction, the three remaining family members involved in Hatecke GmbH reminisce about their childhood memories associated with the family business and their upbringing in northern Germany, near the Elbe River and the North Sea.

“Wir sind keine Stadtmenschen. In der Zeit, in der ich aufgewachsen bin, hat man sehr viel mehr Zeit in der freien Natur zugebracht […].
Peter Hatecke

“Wir sind als Kinder viel am Samstagvormittag […] durch die Hallen gelaufen. […] Das waren schon interessante Erfahrungen.”
Markus Hatecke

Als hier das Hochwasser in der Halle war […] das waren immer so Momente, da sind dann die Helfer zusammen gekommen. […] Die waren nachts um eins hier, weil man sich auf die Leute verlassen konnte.
Dr. Hannes Hatecke

Drawing Process

All illustrations are created with Procreate on an iPad Pro 2020 and afterwards animated in Adobe After Effects

Aknowledgements

Full movie created by About People
Client Hatecke GmbH