CLIENT VERPAN
DIRECTION / DESIGN / ANIMATION BY FRAME
CLIENT
VERPAN
DIRECTION / DESIGN / ANIMATION
FRAME
WE'RE PLEASED TO SHARE OUR FIRST FILM built entirely with AI, CREATED FOR VERPAN'S LAUNCH OF A DESIGN CLASSIC: THE WIRE PORTABLE LAMP. AT FRAME, WE'VE SPENT 18 YEARS SHAPING 3D PRODUCT NARRATIVES FOR LEADING luxury brands. THIS PROJECT MARKS A QUIET BUT IMPORTANT SHIFT. FOR THE FIRST TIME, AI WAS THE MAIN TOOL FOR THE ENTIRE PRODUCTION.
Panton's Wire Lamp was created in 1972 through a spirit of experimentation. It feels fitting that its newest chapter is brought to life by a tool that encourages exploration once again. AI doesn't follow a neat, predictable path. It offers a broad landscape of possibilities. Some useful, some unexpected, and a lot downright useless.
Working with it requires clarity, direction, and a steady hand. When guided professionally, it's faster, more cost-efficient, and in some ways more creative, without compromising craft. By directing AI deliberately through each stage - ideation, product creation, photorealistic sets, photographic effects, animation, music - we created a film worthy of Panton's timeless work.
