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Here’s Why FRAME Swapped CG for AI in New VERPAN Film

Posted on Wednesday, January 7, 2026

After 18 years of crafting tasteful CG films for luxury brands, FRAME in Copenhagen embrace a full AI pipeline on this product film for Danish design company VERPAN. Join studio co-founder Thomas Bay as he walks us thru the experience.

Stash: Can you give Stash readers a sense of why you went all-in on AI for this film?

Thomas Bay, co-founder at FRAME: “Panton’s Wire Lamp was created through a spirit of experimentation. It feels fitting that its newest chapter is brought to life by a tool that encourages exploration once again.

“By directing AI deliberately through each stage – ideation, product creation, set design, photographic effects, animation, music – we created a film worthy of Panton’s timeless work.

“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.

Stash: How did this experience with AI affect your production pipeline?

Thomas Bay: Unlike traditional tools, AI doesn’t always respond to instructions in a neat, predictable way. Instead, it generates a range of possibilities, some expected, some surprising.

That can feel cumbersome and unfocused, but once you understand it, it becomes incredibly powerful. The more familiar you are with each model, the more control you gain.

Knowing where AI shines, where it falls short, which models to use and how to steer them is a skill like any other software. Combined with years of creative experience and traditional tools of the trade, it becomes a powerful liberator.

Stash: What AI tools did the team use on the project?

Thomas Bay: We work with a combination of many models stacked together in custom workflows to achieve a specific creative intent. For every new project, and often for individual tasks, we design the AI pipeline from scratch, selecting the models that best fit the challenge.

With the pace of development in this space, our workflows are constantly evolving. The tools we used a few weeks ago may not even be part of the process today. What matters most isn’t the individual models, but how they’re orchestrated to serve the idea.

Stash: What parts of the creative industry do you expect to be most affected by AI production?

For our clients, this shift is significant. AI allows us to move faster, explore more directions, and adapt quickly, while keeping quality non-negotiable. The destination hasn’t changed: precise, crafted films that elevate our clients’ brands. What has changed is the realism, speed, and scale at which we can deliver them.

It’s been an eye-opening process that’s convinced us of one thing: AI doesn’t diminish creativity but it gives us new ways to push it further, for the benefit of our clients, and of course our own enjoyment.