Unframe is one of the fastest-growing companies in enterprise AI. Founded in 2024, it passed $100 million in contract value within its first year, closed a $50 million Series B led by Highland Europe, and now counts Cushman & Wakefield, RSM and NZZ among its customers. Its challenge was not growth but category: there was no established name for what it does, so Unframe created one, positioning itself as the Applied AI Lab, the partner that turns frontier AI into systems enterprises can actually run. Its VP of Marketing called Dojo on a Tuesday asking for a launch film to drop on social media the following Tuesday. Seven days to create a piece that would mark the moment and move Unframe from looking like a start-up to looking like the established, credible business it has become.

When a company is creating a market it intends to own, it should own the visuals too, so stock footage was never an option. A studio shoot was not possible either in the time available. We chose generative AI, not as a shortcut but because it let us be bold with the creative and precise with the message in a film built for LinkedIn and under 20 seconds long. We developed the narrative and creative direction with Unframe's marketing team first, then worked with our generative AI studio in Cape Town, who built the film day and night across the weekend while we ran multiple rounds of amends with the client in real time. Fast and slow cuts, strong sound design, voiceover and on-screen text carried the story, with every frame earning its place in a very short running time.

The film launched on Tuesday 13 October, exactly one week after the first call, alongside Unframe's global PR announcing the Applied AI Lab. It was shared across the company's social channels and reposted by its founders and employees, giving the launch a visual identity that matched the ambition of the message. The CMO's feedback was outstanding, and the marketing team had a launch asset that looked like it belonged to a category leader rather than a start-up.

Unframe entered a category of its own making with a film it owns outright, delivered in seven days on a budget of $10,000. Generative AI at its very best needs more time than that; what this project shows is how quickly a strategic creative partner can react when the moment demands it. We did not stitch footage together. We thought about the narrative and the creative approach first, then found the production route that would get there, and built a team around it that was willing to work through a weekend to make the deadline.