Montana - Paradigm

A 1969 modular sofa, rebuilt in CG for its relaunch.

Montana asked for a 3D film to relaunch Paradigm, a modular sofa system first designed in 1969. The brief was to bring out the sculptural expression and graphic precision of the design, and to show how one system adapts to different spaces.

I worked on the animations and on the 2D cutaways along with the FRAME team.

The film treats the sofa as architecture. Modules slide into place and recombine, so the system explains itself without a word. Calm, even light keeps the edges crisp and lets the upholstery read as soft volume against a hard silhouette. Between the CG shots, 2D cutaways echo the graphic approach the film was developed with.