CLIENT VERPAN
DIRECTION / DESIGN / ANIMATION BY FRAME
CLIENT
VERPAN
DIRECTION / DESIGN / ANIMATION
FRAME
WE'RE PLEASED TO SHARE OUR FIRST FILMbuilt 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 LEADINGluxury 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.
The products are real and based on photographs. The direction, art direction, styling and sound design was done by the team at Frame. The renderings, animations and music were produced utilizing AI.
