Working with prodco Final Frontier, the CG motion team at FRAME in Copenhagen shake up the staid category of robotic vacuums with this lux treatment for an upmarket model designed by Damian O’Sullivan for Chinese home technology brand 3i.

Andreas Ibsen CD at FRAME: “This was an opportunity to work with 3D as a graphical tool where we wouldn’t be confined by realistic environments and material behavior. The design of the product was very atypical for what we usually do, so it was fun bringing it into the environment in a playful manner.
 

“This was an opportunity to work with 3D as a graphical tool where we wouldn’t be confined by realistic environments and material behavior.”

 
“We didn’t have specific features to cover so we wanted to frame the product with an environment that felt like an extension of the most prominent design detail of the product. A typical pitfall without features driving a film forward, is that it quickly becomes a static experience. We wanted the film to feel like a very easy ride without being gimmicky.

“The last shot is always a challenge. Sometimes it’s just there in the first round and sometimes you have to go back and forth a lot. This time was a case of the latter but we’re very pleased with how it ended up. Finding the right balance in the art direction was also definitely a challenge. It needed to be bright and burgundy at the same time which could quickly turn pink.”
 
 

 
Client: 3i
Director/supervisor: Yang Yong, Wu Zexiao, Yang Kaiqi
Producer: Wu Yuhong
EP: Chen Meng, Li Chuqi, Lai Huanxin, Guo Zi, Wei Hongfu

Production: Final Frontier
Direction, Design, Animation: FRAME
EP: Chris Colman, Gus Karam, Julieta Zajaczkowski, Eric Zheng
ECD: Claus Cibils
Project Manager: Bella Jiang
Head of Production: Mary Antonieta Lopez
Creative Team: Agustina Kröl, Natalia Fernandez, Sid Osna

Music/sound design: Kenton Slash Demon