Photoplay and Bermuda Tech Lab launch Frameless Production
The partnership brings together storytelling, craft and creative technology to make ideas that live beyond the screen.
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Photoplay has partnered with creative technology outfit Bermuda Tech Lab to expand its production offering for agencies and brands across Australia and New Zealand, combining cinematic storytelling with immersive experiences, fabrication, AI interactive technology, AR/VR, Unreal Engine production and experiential builds.
Bermuda Tech Lab has delivered more than 400 creative technology projects globally, from award-winning interactive AI campaigns to large-scale physical installations and digital products. The partnership brings Photoplay’s production craft together with Bermuda Tech Lab’s creative technology expertise, giving agencies one collaborative team to explore, develop and bring ideas to life across physical and digital worlds.
Together, Photoplay and Bermuda Tech Lab are positioning creative production beyond single formats or platforms, aiming to give agencies and brands a partner for ideas where storytelling is frameless. It’s an approach Photoplay and Bermuda calls Frameless Production.
“The way we make and experience stories is changing,” says Facundo Martinelli, APAC Creative Tech Director at Bermuda. “The best and most engaging ideas increasingly don’t fit neatly into a single production format. They might start as a film, but become an installation, an interactive experience, a piece of software, a physical object or something nobody has built before.”
“That’s what frameless production means in practice. A film can become an installation. An activation can become an interactive platform. An idea might use technology or AI and end up a physical experience. A brand story can live simultaneously on screen, in the real world and in people’s hands.”
At the heart of the partnership is a shared belief in making things. Photoplay has always focused on compelling stories and ideas, highly crafted production and creative talent. Bermuda brings another group of makers into that world, designers, developers, technologists and fabricators who use technology as part of the creative process.
For creative teams, the opportunity can start long before production. Agencies can bring Photoplay and Bermuda Tech Lab into a brief early to explore what technology, fabrication and emerging production techniques could unlock. Whether it’s an idea that needs a new technical or channel solution, a brand experience that needs to exist in the real world, or simply a brief that starts with “Can we actually do this?”, the partnership aims to help turn limitless thinking into something people can see, touch and experience.
“We’re excited to be partnering with Bermuda, a creative tech studio that sits at the intersection of storytelling and cutting-edge tech. We've always been interested in ideas above everything else, and in finding the right people and craft to make them happen. Bermuda expands our toolkit enormously,” says Oliver Lawrance, Photoplay’s Co-Founder and Executive Producer.
“They work across experiential and interactive creative tech, building everything from immersive brand activations and real-world experiences to interactive AR/VR and AI-powered projects. For Photoplay, this partnership expands the ways we can make and bring ideas to life.”
Nicolas Ferrero, CEO of Bermuda Tech Lab, adds: “We’ve always believed the future of production lives at the intersection of creativity, technology, and human collaboration. Photoplay shares that same ambition for bold storytelling and beautifully made work. Together, we’re creating a model that allows agencies and brands to challenge the unknown and bring bigger, braver ideas to life.”
“Australia and New Zealand have always punched above their weight creatively. This partnership is about bringing together Photoplay’s storytelling pedigree with Bermuda’s creative technology capabilities, so we can help local agencies and brands unlock new channels and bring ideas to life that once felt too ambitious, too technical, or simply impossible to produce.”
From film and photography to physical builds, immersive installations, interactive experiences and emerging forms of storytelling, Photoplay + Bermuda is a Frameless Production partner for agencies and brands ready to push ideas beyond the expected.
When there is an ambitious brief, a seemingly impossible idea, or simply a “Can we actually do this?” moment, Photoplay and Bermuda Tech Lab are positioning themselves to make it possible.
