Framework Films

Frame by Frame

Animated brand film for Los Angeles based Framework Films.

Founder and creative director Mike Lindle expressed a desire to bring the company values and proposition to life; To be a partner to agencies struggling with the complexities of video production.

Through minimalist design and considered movement the piece conveys a sense of precision and mechanical beauty. Taking clients on a journey, effortlessly navigating the complex and utilising a vast network of creative resources to ultimately create work with impact.

Roles

All creative:
Concept, script, storyboard.
Design: Styleframes, design, animation.
Post production: Audio sourcing & SFX.

Additional Credits

Agency and Production Company:
Framework Films.
Director: Mike Lindle.

Black and white illustration of a dot leading another dot

Black and white illustration of a tunnel made of lines

Black and white illustration of an impact shockwave

Process

The project begin with a full creative audit of existing credentials and proposal documents, distilling the company values and proposition into key pillars, which informed the development of the script.

Following a period of collaborative ideation I created a rough storyboard, a handful of style frames and moodboard references. Some of these early explorations can be found below.

Black and white illustration of a pulsing set of connected lines

Black and white illustration of a waveform

Black and white abstract illustration of a waveform

Black and white abstract illustration of an abstract sunrise — A style we loved but one which felt at odds with the linework established early on.

Black and white abstract illustration of a spiral pattern — Early in the project symmetry and repetition became key visual cues.

Black and white photo of a shell — Early in the concept phase symmetry and Fibonacci spirals in nature were a key inspiration.

Black and white abstract concept image of stars — Early style frame exploring cosmic forms. We loved the symmetrical nature of this ‘universe’. The idea of a visible structure existing within the chaos.