CLIENT HAY
DESIGN / ANIMATION BY FRAME
DIRECTION BY FRAME & HAY
MUSIC & SOUND DESIGN BY ARBI ALEXANDER
CLIENT
HAY
DESIGN / ANIMATION
FRAME
DIRECTION
FRAME & HAY
MUSIC & SOUND DESIGN
ARBI ALEXANDER
FRAME TEAMED UP WITH DANISH DESIGN BRAND HAY TO CREATE A FILM FOR ITS 3daysofdesign EXHIBITION, HELD AT THE STUNNING CONTEMPORARY ART VENUE OVERGADEN.
Created with the intention of being experienced on a large-scale 4×2m screen, the film features 8 unique chair designs - Backflip, Chisel, Deville, Layout, Palissade, Rey, X-Line and Pack Chair - presented in a myriad of configurations, all in black, creating a stark monochromatic world.
The visual approach was largely inspired by film and stop motion aesthetics. A central creative challenge was finding an animation language that felt genuinely physical - grounded in the weight, material, and tactility of real objects - rather than defaulting to the fluency that CGI tends toward.
Sound was central to this from the start, developed in close collaboration with the sound designer throughout the edit rather than added at the end. The approach is entirely diegetic - the physical sounds of the chairs themselves, amplified and choreographed to drive the edit. Scrapes, clicks, landings.
