Montblanc Rabbit is a luxury pen from German luxury goods brand Montblanc

CLIENT
MONTBLANC

DIRECTION / DESIGN / ANIMATION
FRAME

MUSIC & SOUND DESIGN
MANUEL MEYER

GERMAN REPRESENTATION
MANICMONDAY.TV

German luxury goods brand, montblanc, HAS BUILT AN INTERNATIONAL REPUTATION OVER THE PAST 100 YEARS AS A LEADER IN LUXURY PEN AND LEATHER GOODS BY UNITING FINE EUROPEAN craftsmanship WITH TIME-HONOURED DESIGNS. THEIR ICONIC SIX-POINTED SNOWCAP RIVALS WITH THE best in class WHEN IT COMES TO BRAND RECOGNISABILITY AND SO IT WAS A PLEASURE TO BE WORKING WITH SUCH AN ICON AGAIN.

In 2015 Montblanc committed to a 12 year journey; Each year they would craft a new unique masterpiece celebrating and encompassing the Eastern zodiac of the year. Frame was commissioned to create an introductory product film that elaborates this year's masterpiece: The Year Of The Rabbit. The pen is contrasting in design; from a very neat and repetitive pattern on the base of the pen to the intricate illustration on the cap. Engraved in sterling silver the illustration contains symbolic elements.

Auspicious clouds for happiness and a mountain for protection it creates the environment, a radish for luck, an osmanthus tree for success and a rabbit in an active, standing position for dignity and good fortune. Dressed up in a creative setting inspired by these elements, the movie explores the many details that the pen features; From the classic Montblanc emblem in mother-of-pearl on the cap to the pearl as birth stone for the rabbit on the end cone. At top of the cap the years of the Zodiac Rabbit are engraved and on the pen itself we have a solid gold nib with embossing of the rabbit.

At FRAME we direct, art direct and produce creative product-centric 3D narratives primarily for luxury brands. Our approach is deeply collaborative; we work closely with clients and team up with agencies globally to deliver top-tier visual narratives. We are located in Copenhagen, Denmark and specialize in motion design for the luxury goods segment. With 17 years in the business, we've earned the trust of prestigious brands like Balenciaga, ZEGNA, Hublot, B&B Italia, Montblanc, Zenith, TAG Heuer, Bang & Olufsen, Louis Poulsen, Tissot, Montana and many more. We'd love to chat with you about how our services can help your brand stand out. Feel free to get in touch anytime to set up a chat that works for you.