USM by
FRAME
Endless possibilitiesFITS JUST RIGHT
In this film for Swiss designer USM, FRAME follows the iconic Haller system from machining to assembly, where modular chrome pieces align like atoms in an endless dance.
TIMELESS DESIGN
BIO
FRAME Studio is at the forefront of shaping 3D product narratives for the luxury market. Their Danish heritage, a testament to world-class furniture design and craftsmanship, steers their minimalist yet richly tactile approach. FRAME’s expertise goes beyond the visual; it’s about understanding the essence that makes premium items resonate. Whether it’s the precise brushing of a watch bolt or the emotional quality of light from a lamp, FRAME’S commitment to authenticity and depth sets the studio apart.
Credits
FRAME
Direction, design and animation
NINA LIV
Music and Sound Design
P’INC
Agency
USM
Client