thisisframe

08/05/2026

New work for Montblanc.

This time for the Minerva Unveiled Crownless - a stainless steel and rose gold time-only watch that possesses an especially strong symmetry due to its lack of a traditional crown.

The crownless design relies on assigning manual winding and time setting to the fluted bezel, a modern-day innovation inspired by a 1927 Minerva pilot’s watch with a rotating timing bezel. The vintage-shaped stainless steel case is adorned with a rose gold (18 karat) fluted bezel and an inscription “Depuis 1858” on the mid-case.

24/02/2026

Wire Ø18 Portable Lamp
VERPAN, design by Verner Panton

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 20 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. This isn’t a proof of concept. It’s a finished piece for a heritage brand, showcasing a design that’s been around since 1972. The kind of work that demands precise product fidelity and photorealism.

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.

Thanks for the feature .tv

17/02/2026

Wire Ø18 Portable Lamp
VERPAN, design by Verner Panton

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 20 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. This isn’t a proof of concept. It’s a finished piece for a heritage brand, showcasing a design that’s been around since 1972. The kind of work that demands precise product fidelity and photorealism.

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.

Thanks for the feature .tv

09/12/2025

FRAME was engaged by Ulysse Nardin and URWERK, two fixtures of today’s modern high-end Swiss watch industry, to produce a film for their new groundbreaking collaborative project. Introducing the UR-FREAK.

The UR-FREAK revisits Ulysse Nardin’s legendary Freak through URWERK’s uncompromising lens. A mechanical dialogue where two independent forces of Swiss watchmaking converge to create a singular vision.

With the spirit of crossovers and collaborations now deeply part of contemporary high-end watchmaking culture, this highly exclusive creation as a concept should be readily understandable by watch enthusiasts and collectors. For Ulysse Nardin and URWERK, the UR-FREAK is the perfect fusion between the avant-garde Freak concept and the innovative URWERK time display. The spirit is fueled by the desire to merge expert know-how and unique company masteries that yield previously unimaginable new designs and concepts.

Thanks to .tv for the feature.



Client
Ulysse Nardin & URWERK

Direction / Design / Animation
FRAME

Music & Sound Design
Resonate

02/12/2025

28/11/2025

FRAME was engaged by Ulysse Nardin and URWERK, two fixtures of today’s modern high-end Swiss watch industry, to produce a film for their new groundbreaking collaborative project. Introducing the UR-FREAK.

The UR-FREAK revisits Ulysse Nardin’s legendary Freak through URWERK’s uncompromising lens. A mechanical dialogue where two independent forces of Swiss watchmaking converge to create a singular vision.

With the spirit of crossovers and collaborations now deeply part of contemporary high-end watchmaking culture, this highly exclusive creation as a concept should be readily understandable by watch enthusiasts and collectors. For Ulysse Nardin and URWERK, the UR-FREAK is the perfect fusion between the avant-garde Freak concept and the innovative URWERK time display. The spirit is fueled by the desire to merge expert know-how and unique company masteries that yield previously unimaginable new designs and concepts.



Client
Ulysse Nardin & URWERK

Direction / Design / Animation
FRAME

Music & Sound Design
Resonate

17/11/2025

Still one of our most memorable collaborations - a film we created for TAG Heuers rugged and sleek Super Diver watch.

Designed, directed, and produced by FRAME.