PHOTOPLAY AND BERMUDA TECH LAB LAUNCH FRAMELESS PRODUCTION PARTNERSHIP

Photoplay has joined forces with Bermuda Tech Lab to expand creative production across Australia and New Zealand. The partnership blends cinematic storytelling with immersive technology, AI, AR/VR and experiential builds, offering agencies and brands a “Frameless Production” model that transforms ambitious ideas into physical and digital experiences beyond traditional formats.  

Photoplay has announced a landmark partnership with Bermuda Tech Lab, a creative technology studio renowned for delivering more than 400 projects worldwide, ranging from award‑winning AI campaigns to large‑scale installations. Together, the two companies are introducing a new model for agencies and brands across Australia and New Zealand, combining cinematic craft with cutting‑edge technology to create experiences that transcend traditional production boundaries.  

The collaboration, branded as Frameless Production, positions creative storytelling beyond single formats or platforms. It allows ideas to evolve fluidly across film, installations, interactive platforms, physical builds and digital products. “The way we make and experience stories is changing,” said Facundo Martinelli, APAC Creative Tech Director at Bermuda. “The best ideas increasingly don’t fit neatly into one format. A film can become an installation, an activation can become an interactive platform, and 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’s heritage lies in highly crafted storytelling and production, while Bermuda brings designers, developers, technologists and fabricators into the mix, embedding technology directly into the creative process. This union gives agencies a single collaborative team capable of exploring, developing and delivering ideas across both physical and digital worlds.  

For agencies, the opportunity begins early in the creative cycle. Photoplay + Bermuda Tech Lab can be brought into briefs to explore how fabrication, emerging production techniques and immersive technologies might unlock new possibilities. Whether the challenge is a brand experience that must exist in the real world or a seemingly impossible idea that demands a technical solution, the partnership is designed to make ambitious thinking tangible.  

Oliver Lawrance, Co‑Founder and Executive Producer at Photoplay, described Bermuda as “a creative tech studio that sits at the intersection of storytelling and cutting‑edge tech. Bermuda expands our toolkit enormously, enabling us to build everything from immersive activations to AI‑powered projects.” Nicolas Ferrero, CEO of Bermuda Tech Lab, added: “We’ve always believed the future of production lives at the intersection of creativity, technology and human collaboration. Photoplay shares that ambition. Together, we’re creating a model that allows agencies and brands to challenge the unknown and bring bigger, braver ideas to life.”  

With Australia and New Zealand long recognised for their creative strength, the partnership aims to help local agencies unlock new channels and realise ideas once considered too ambitious or technically impossible. From film and photography to immersive installations and interactive experiences, Photoplay + Bermuda Tech Lab are positioning themselves as the Frameless Production partner for agencies ready to push storytelling beyond the expected.