Frame 01ASeed 7139ISO 800Developed
Every image develops from its latent frame. Change the chapter and the ground, the ink and the marks follow it.
Display, Mona Sans 300 at 108% width
From noise to frame.
Text, Mona Sans 400
Every project starts with a treatment, a palette and a wall of references. The models come later.
Figures, Mona Sans 300 at 105% width
- frames explored for one key visual
- 412
- from brief to first selects
- 72 h
Void
#0D0A0E
Plum
#1A1320
Olive
#13140E
Pewter
#1C1A1E
Lightbox
#DCD7CD
Bone
#ECE5D8
Mist
#A69E94
Grease
#B3301D
Amber
#E3A95C
Buttons
Bone on the dark chapters, ink on the lightbox. A thread of spectrum draws under the label on hover and focus, and runs while the action works.
Primary, large
Outline
Quiet
Fields
A raised box on a fine line. Focus brings the warm light in; an error is crossed out in grease pencil and says what to change.
Text
Select
With a unit
Rejected
Set by the studio
Long text
Selection
Calm controls, and one that belongs to the studio: pick a frame on the contact sheet and the grease pencil circles it.
Segmented
Checkboxes and switch
Pick a direction, on the contact sheet
Tabs and table
Tabs sit on the process ticks; the selected one fills. Arrow keys move between them. Values that match across columns fall back to mist.
Tabs
- final frames
- 1
- directions explored
- 40
- to first selects
- 72 h
- final frames
- 12
- directions explored
- 60
- to first selects
- 5 days
- final frames
- 40
- directions explored
- 120
- to first selects
- 2 weeks
Comparison table
| Included | Key visualOne launch | SeriesOne campaign | SeasonOne world |
|---|---|---|---|
| Final frames | 1 | 12 | 40 |
| Directions explored | 40 | 60 | 120 |
| Masters | 8K | 8K | 8K |
| Motion loops | None | 1 | 3 |
| From brief to delivery | 2 weeks | 4 weeks | 8 weeks |
Status and progress
Four states from the darkroom: developed, developing in amber, rejected with the grease-pencil cross, and latent for what has not started.
Tags
Meter
Figures that count
- brands since 2023
- 38
- masters, cut for every placement
- 8K
Alerts
Grade review on Thursday at 15:00
Bring the people who sign off. After this round the frames go to 8K masters.
Two frames were rejected in review
Frames 31A and 34 leave the sheet. The rest of the direction stands.
Steps
- 01Brief
- 02Exploration
- 03Direction
- 04Grade
Frames and cards
Every image develops when it enters. Case cards are the only rounded surface; frames from the roll keep their edge numbers.
Clients
- FragranceVérelle
- AutomotiveNordvik
- FashionAtelier Sonne
- AudioPell
- SpiritsMoraine
- HotelsHalden
“They showed us forty directions in a week, then told us which one was right. They were right.”
“The teaser ran before the car existed. Nobody asked whether it was real. They asked when they could drive it.”
“Same model, same light, forty looks. It felt like a shoot without the shoot.”
Dialogs and toasts
A dialog is a frame with registration ticks. A toast runs its time down a thread of spectrum; hovering pauses it. Its title repeats the verb of the action.
Try them
Toast
Direction approved
Frame 32 goes to the grade. Masters in two weeks.
Dialog
Frame 32
Approve this direction?
The frame goes to the grade and the other directions are archived.
Navigation
The bar counts chapters and takes the ink of the one beneath it; a thread of spectrum measures the page. Below 1100 px the links move into a full-screen menu; switch the width to try it.
Bar with chapter counter, motion control and action