# FRHM

> Studio FRHM is an Antwerp-based creative studio founded in June 2025 by Dave Lesy (Creative Director) and Joachim Wasteels (Senior Art Director). We make image for future-facing brands — blending strategy, aesthetics and technology into powerful visuals through visual branding, CGI, AI-generated imagery and creative direction.

FRHM operates as a lean, senior two-person studio. We work with innovation-led brands, creative agencies and strategy & design teams. Our approach is concept-first: CGI and AI are treated as craft tools, not shortcuts. We bring over 20 years of combined experience in visual branding and creative direction, both founders previously at BBC (B2B creative agency, Belgium).

Legal entity: Studio FRHM BV (VAT BE1025661568). Based in Antwerp, Belgium (Cogels Osylei 19, 2600 Berchem). Contact us at studio@frhm.be or visit www.frhm.be.

## Services

- [Visual Branding & Identity](https://frhm.be/#services): We build robust visual identities that go beyond a logo — comprehensive visual systems that tell a compelling brand story.
- [High-Fidelity CGI & Motion](https://frhm.be/#services): Hyper-realistic product renders, architectural visualizations and dynamic brand films with unparalleled detail and precision.
- [AI-Generated (Moving) Imagery](https://frhm.be/#services): Cutting-edge AI-generated visuals and motion — striking, never-before-seen imagery for forward-thinking brands.
- [Art & Creative Direction](https://frhm.be/#services): From concept to execution, we provide art and creative direction from concept to execution — for campaigns, pitches and branding work.
- [Photography & Video Production](https://frhm.be/#services): Full-service photography and video production from pre- to post-production.

## Selected Work

- [RAYCHEM — Heat tracing to protect people, processes and infrastructure.](https://frhm.be/work/raychem): Visual branding system for Raychem (2025). A unified visual language spanning vertical imagery, product visuals, lifestyle photography, technical illustration and motion design. Notable for full AI-generated vertical and sub-vertical imagery combined with high-fidelity CGI product detail — designed to scale across industrial, commercial and residential markets. Delivered in collaboration with BBC.
- [META — Meta Connect 2025](https://frhm.be/work/metaconnect): CGI development for the Meta Connect 2025 keynote opening sequence. FRHM built the 3D elements and spatial compositions that sit inside the broader motion concept. Delivered in collaboration with Studio Dumbar / DEPT, who led the visual identity.
- [HOLORIDE — Outsmart risk. Rule greatness.](https://frhm.be/work/holoride): Self-initiated concept project (2025). A speculative smart AR cycling helmet, designed end-to-end by FRHM as an exploration of how product design, CGI and AI imagery can build a complete brand world from a single idea. Scope: product design, identity, CGI and AI-generated photography.

## Who We Work With

We work with brands, creative agencies and design teams who need a senior creative partner — not just execution, but a studio that improves the brief.

Selected brands and projects FRHM has contributed to: Meta, Raychem, Volvo, Goodyear, Thermo King, Sopra Steria, G4S, Keolis, Proximus NXT, Atlas Copco, Widex, Xeikon.

Agencies and studios we have collaborated with: BBC, Studio Dumbar / DEPT, EQIP.

## What we don't do

We don't do web development, app design, or pure motion graphics without conceptual scope. We don't take on purely tactical execution work without a creative direction component.

## About

- [About FRHM](https://frhm.be/about-us): Background on the studio, founders Dave Lesy and Joachim Wasteels, and our approach to visual branding.
- [Insights](https://frhm.be/insights): Studio writing on craft, process and the use of CGI and AI in brand work.
- [Contact](https://frhm.be/contact): Get in touch at studio@frhm.be

## Optional

- [Instagram](https://www.instagram.com/studiofrhm): Studio work, R&D and process content.
- [LinkedIn — Studio FRHM](https://www.linkedin.com/company/studio-frhm): Company page.
- [LinkedIn — Dave Lesy](https://www.linkedin.com/in/dave-lesy-52a47032/): Co-founder, Creative Director.
- [LinkedIn — Joachim Wasteels](https://www.linkedin.com/in/joachimwasteels): Co-founder, Senior Art Director.