By Gus Karam, Co-Founder & CSO at Final Frontier, in conversation with Anders Schroder, Co-founder of FRAME Studio, Copenhagen
In the world of luxury watches, precision meets artistry in a fusion of craftsmanship and digital innovation. One studio that exemplifies this synergy is Copenhagen-based FRAME, part of Final Frontier’s directorial talent. Renowned for their digital sculptures and high-quality 3D imagery, FRAME’s work with luxury watch brands is a perfect embodiment of Scandinavian design principles—minimalism, elegance, and purpose. In this editorial, Gus Karam, Co-Founder of Final Frontier, delves into the process and vision behind FRAME’s aesthetic with Anders Schroder, Co-founder of FRAME Studio.
GUS KARAM: WHAT LED YOU TO START WORKING WITH 3D FOR LUXURY WATCH BRANDS, AND WHAT ASPECTS OF CAPTATIVE YOU THE MOST?
Anders Schroder: Our journey into working with 3D for luxury watch brands is deeply connected to our admiration for Danish design, renowned for its meticulous craftsmanship and minimalist principles. At FRAME, we prioritize values like tactility, long-lasting materials, balance, and purpose—principles that are also fundamental to the luxury watch industry. The opportunity to translate these values into intricate, high-quality 3D visualizations is what captivates us most. This alignment allows us to bring a level of detail and elegance that resonates with the luxury watch market.
Gus Karam: Can we talk about how minimalism and your Nordic heritage influence your vision?
Anders Schroder: The “less is more” philosophy, deeply rooted in Danish design, informs every aspect of our work. For us, luxury is about simplicity—where each detail serves a purpose, and nothing is extraneous. This approach goes beyond aesthetics; it is about crafting designs that are thoughtful, balanced, and built to last.
Our Nordic background encourages us to focus on essentials, emphasizing quality materials and tactility. We believe that design should have meaning, extending beyond visual appeal to serve a real purpose. Every project at FRAME begins by identifying the story behind the product and aligning it with the brand’s precision, ensuring that we capture the essence of luxury products.
G.K: We love the multidisciplinary fusion of design, 3D modeling, digital sculpture, and animation that excels your work. What kind of design and animation methods do you use?
A.S.: “The idea is always the starting point, as we believe it forms the foundation of any compelling narrative. We take a technology-agnostic approach, meaning that while we stay updated on the latest tools and trends, we prioritize techniques that best support the story we’re telling.”
“Our process is guided by principles of minimalism and craftsmanship. We focus on simplicity, tactility, and purpose rather than chasing trends. For us, luxury and timeless appeal come from careful design and attention to detail, not just the use of the latest technology. This approach helps us remain true to our Nordic heritage, where the emphasis is on creating work that is meaningful, balanced, and enduring. We carefully choose tools and methods that align with the brand’s essence and the story we’re conveying, ensuring that we always capture the soul of the product.”
G.K: Could you walk us a little bit through your creative process?
A.S.: Our process follows a structured seven-step blueprint that ensures a smooth journey from concept to final execution. It begins with creative direction, where we work to fully understand the project’s objectives and challenges, setting the creative tone for the entire process. From there, we move into planning & budgeting, agreeing on the financials, deliverables, and timeline to ensure clarity and alignment among all parties. With this foundation established, we proceed to asset’s building, creating the essential digital components that form the core of the project. Next, we focus on concept & design, unifying around the creative vision that drives the work forward. To bring this vision to life, we develop detailed storyboards & animatics, meticulously mapping out the narrative frame by frame.
This careful planning allows us to fine-tune the story before moving into Production, where we execute the creative plan and bring each scene to life with precision.
Finally, we enter the Versioning phase, tailoring the finished piece for various platforms—from digital displays to in-store experiences—ensuring the final product fits perfectly in every context.
This structured process reflects our commitment to delivering compelling, purpose-driven work at every stage.
G.K: In your opinion, what are the key elements for building FRAME’s aesthetic?
A.S.: Our studio aesthetic is built on core creative principles that guide our work. We emphasize conceptual depth, transforming simple ideas into immersive and engaging experiences. A minimalist approach drives us to streamline visuals, ensuring every element serves a clear purpose. Our designs are also tactile, offering immersive experiences that highlight texture, materiality, and movement.
By blending innovation with timeless style, we create a mature aesthetic that remains both relevant and enduring. Incorporating graphic design principles allows us to craft cohesive and memorable visual narratives, while our focus on making our work engaging ensures that it evokes emotion and leaves a lasting impact.
These principles help us create work that is visually compelling and meaningful, shaping the distinct aesthetic of our studio.
G.K: What new direction do you hope to explore next with your landing at Final Frontier and the US and Asia markets?
A.S.: At FRAME, we are excited to expand into the jewelry and beauty markets, as these sectors align well with our commitment to crafting purpose-driven and luxurious experiences. Just as we’ve approached luxury watches and other high-end products, our focus on minimalism, timeless design, and attention to detail naturally fits these industries. The jewelry and beauty sectors present opportunities to apply our expertise in creating visually compelling and tactile designs that capture the essence of luxury, building on the success we’ve achieved with other prestigious brands.
Gus Karam: Thank you so much Anders, for such accurate insights inviting us to explore and understand FRAME aesthetics into watch brands. At Final Frontier what captivated us most from the Scandinavian CG marvels- is the fact that they capture the soul of luxury brands, not just creating a product—but telling a story exquisite crafted, that portrays the true essence of luxury.
“FRAME’s design vision is based on the “less is more”. But, minimalism isn’t just a hype word for them—it’s a way of seeing, living and understanding design.”