Framestore Shapes Cinematic Winter World for Brunello Cucinelli

​Framestore teamed up with Partizan and director Michael Gracey to craft the magical, three-part festive spot for Italian luxury fashion brand Brunello Cucinelli.

The campaign guides the viewer through a magical cinematic journey: from an exterior snow dusted ticketing booth, through the bustling, warmly lit foyer, and finally, into the grand auditorium - seamlessly highlighting the winter collection along the way.

Led by VFX supervisor Paul O’Brien, Framestore’s team meticulously elevated every frame, deploying proprietary AI workflows to efficiently extend exterior environments and introduce period-authentic vehicles, crowd elements, and snow effects - all seamlessly woven into the commercial’s established aesthetic, while maintaining full creative control throughout.

"The chance to collaborate with a masterful director like Michael Gracey was a fantastic opportunity," said Paul O’Brien "Leveraging our proprietary technology in the service of creating beautiful visuals; to build a world that feels magical, alive and with a timeless aesthetic that embodies the spirit of the brand, was incredibly rewarding."