Swedish brand Nordic Knots launches its made-to-measure rug collection with help from the CG design and motion team at Frame in Copenhagen who answered the brief with this tactile and welcoming film.

Andreas Ibsen, CD at Frame: “The film had to do several things at once: place the product in a relatable living room context, demonstrate the flexibility of the made-to-measure feature, and highlight the quality of the material and variety of color options. The story had to be clear and structured, while still leaving room for the product to speak for itself through subtle visual cues.
 

“We wanted to capture the way the fibers fall at the edges, how light plays across the surface, and how the reflections shift slightly depending on the viewing angle.”

 
“When developing the main rug asset, it was important that the viewer could sense the weight, softness, and particularly the density of the fabric. We wanted to capture the way the fibers fall at the edges, how light plays across the surface, and how the reflections shift slightly depending on the viewing angle.

“Early in R&D, it became clear relying on textures and displacement with hairs sprinkled on top, wouldn’t deliver the level of realism, complexity, or fidelity we were aiming for. The results lacked depth and particularly a sense of volume and failed to reproduce the nuanced behavior of real fiber.

“Instead, we chose to build all rugs using actual geometry. To handle the high point count we controlled the density and fidelity based on both camera distance and angle. The sheen and fresnel effects were a natural consequence of controlling subtle change in bend directions on the individual hairs.”
 
 

 
Client: Nordic Knots

Production: Frame
CD: Andreas Ibsen

Sound Design: Nina Liv