Teka, a global appliance brand, came to Frantic to launch a new range of ovens with a fifty-second full CGI film. The brief was simple and demanding in equal measure: craft something bold, dramatic and impossible to ignore.
Kitchen appliances are not an obvious subject for drama, which was the challenge worth solving. The job was to take a category usually shown in showrooms and brochures and give it the kind of presence normally reserved for cars or watches.
The concept drew on the timeless beauty of sculpture, treating each oven as though it were cast from raw elements: marble, glass and metal. The idea reframed a household product as something crafted and premium from the very first frame.
The journey begins with an oven’s outline etched into a slab of marble. Liquid glass then flows into shape to form the top display panel, and sheets of stainless steel bend and curve into place to create the front panel.
The Teka logo emerges from molten metal, before the dark non-stick surface is poured into the oven interior as a smooth, molten layer. The sequence closes with the full range revealed among the marble blocks.
Every material had to behave convincingly while moving in ways real materials never would, which put the simulation work at the centre of the build: molten metal with the right weight, glass with believable refraction, steel that bends like fabric yet still looks like steel. The animation was created in Cinema 4D, with X-Particles for the liquid simulations, and rendered through Redshift.
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Tristan Ramsay, Creative Director, Frantic
Released across YouTube, Instagram and TikTok, the launch film reached 450,000 views, led by more than 400,000 on YouTube alone. For a fifty-second piece on a kitchen appliance, that is the kind of reach a bold, sculptural treatment is built to earn.
The numbers back the creative bet. Treating the ovens as objects worth watching, then giving them a launch with genuine drama, turned a category usually confined to showrooms into content people chose to watch and pass on.
