12/03/2026
NEW WORK BY
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
