Francesco (Frank) Brunetti is an Industrial Designer based in Odense, Denmark. Frank runs bFRANK Design Studio helping individuals, start-ups, and companies with design projects and product visualization. Frank aims to design and visualize honest and bold products, where KeyShot is used to create images that are able to emotionally connect with the client and the target audience.

Frank Brunetti


Website | Behance | Instagram | Linkedin
Modeling software used: Fusion 360, Blender

What sparked your interest in Product Visualization?
Since I was a kid, I have loved drawing and expressing my ideas on paper. While studying engineering at the university, I found out about product visualization and its use in the industry. From that point on, I was fully captured by that skill and wanted to learn more and more every day. Personally, the possibility to realistically visualize what lives only inside my head is such a fun and precious skill. The highlight of my career was making the decision to go solo, opening my own studio after landing my first freelance job. Every new project is different and sparks a new challenge to solve.

What is unique about your approach to a design?
I approach every task in a different and unique way. I believe it is important to understand that design is a service. Therefore, only after having met with the client and studied the project requirements, am I able to formulate the best strategy for the given situation. With that, I believe my approach is set apart by my engagement with the client, where I often challenge them to explore new and exciting solutions, from shapes to materials. In every single project, my goal is to create something that is not only functional but also environmentally conscious while striving to achieve a pleasing aesthetic.

What inspired you to create the Lance?
In the 3rd semester of my Master’s course at DSKD, we had a collaboration with IKEA. The task presented to us was to design a piece of furniture for small spaces which should have playful characteristics as well as foster togetherness. LANCE is a lamp that requires the user to leave their phone into the apposite drawer to switch the light on. It aims to balance the rhythm of everyday life, helping you in using your phone less in social situations.

LAmp + BalaNCE = LANCE

The research process was focused on finding information about phone use-related problems. Nowadays life shows that very often people spend time on their phones, sometimes even when in social contexts. I wanted to create a product that could hack as a phone inhibitor, requiring the user to place their phone into the lamp, to activate the light. The aim is to let the user enjoy the social context better, or, if alone, to better focus on the task ahead – from work to relaxing activities.

Where in the process do you use KeyShot?

I use KeyShot throughout the entire process. I start work by planning and sketching out ideas, but as soon I begin the 3D model, I bring the initial shape into KeyShot to see how it feels in the way the surface reacts to light.

…as soon I begin the 3D model, I bring the initial shape into KeyShot to see how it feels in the way the surface reacts to light.”

I often create variations of that shape while consulting KeyShot for the same reasons. I’ll then go back and forth between each software to make sure I have something I like to work with. Then, finally, the fun begins creating materials, variations, and consolidating all through a great light setup. In the end, I will render a lot of images, select the most appealing to me and the task given, then make a proposal to the client.

What makes KeyShot an important tool to have?
In my opinion, I’d say the power of KeyShot relies on its intuitiveness and simplicity to use; materials are great, but definitely, the way of creating light setups with pin lights is fantastic.

“…create something that is not only functional but also environmentally conscious while striving to achieve a pleasing aesthetic ade sure to create a portfolio that matched to my skills.”

See more at bfrankdesignstudio.com