The latest in director/animator Michael Fragstein’s ongoing collaboration with venerable German writing instrument brand LAMY builds a complex and kinetic design language targeted at a younger audience.

Michael Fragstein: “Although the product itself is analog, the film embraces a digital aesthetic — playing with contrasts to generate visual strength and tension. I developed a system of abstract visual symbols and staged them in various geometric settings, always in dialogue with the product.
 

“Although the product itself is analog, the film embraces a digital aesthetic — playing with contrasts to generate visual strength and tension.”

 
“The animation of the symbols is driven with animated noise maps. The challenge with integrating this generative technique was in striking the right balance — creating an aesthetic that feels energetic and vivid without becoming too harsh.

“This interplay highlights not only the form but also the material qualities and colors that define this AL-star special edition of LAMY fountain pens.”

 
 
Style Frame

 
Final Frames

 
Client: LAMY

Production: Büro Achter April
Director/animator: Michael Fragstein

Music: Michael Fragstein
Mastering: Simon Kerler