Helpdesk — every answer, short.

Credits are the only currency. A campaign image costs 3 credits, your own exclusive model 90 (PREMIUM casting: 180 — the photographer-grade flow on the finest engine), a video 30. Plans: Start (399 kr, 200 credits/mo), Studio (899 kr, 500 credits, own-model upload + Instagram/TikTok fetch + 2K), Agency (1999 kr, 1200 credits, 12 videos included + 4K). Unused credits roll over one month. Failed generations always refund automatically. Approved accounts start with free trial credits. Upgrade or manage billing under Plan & credits — payment runs through Stripe.

The FRAMAI library is free to shoot with on every plan. Creating your own model (39 credits) gives your brand an exclusive face no one else can use — it arrives with identity photos, digitals and a portfolio, and stays consistent across every frame and film. You can guide it with gender, age (18+), nationality and a free-text vibe. Nationality informs the model's look — writing Ghana casts a Ghanaian-looking model unless you choose otherwise.

Upload 1–2 reference images of the universe you aim for. Our Casting Director reads them — the image engine NEVER sees them, so the result is always an original person, never a copy (a likeness guard verifies this). The new model keeps roughly the reference's hairstyle; the face is deliberately its own. Add 1–2 moodboard images of OTHER models/expressions to steer the look further — the same image on both sides is blocked.

Campaign studio runs in five steps: 1) pick a world (preset) or write your own art direction, 2) choose a model from the visual grid, 3) upload your garment and optional accessories, 4) choose formats (portrait, square, story, web, carousel, B-roll) and an optional product URL, 5) review and shoot. Progress follows you in the corner widget — you can browse freely while it renders (about 30 seconds per frame). When it finishes you land in Your campaigns with the new folder on top.

200+ ready art directions across Studio, Editorial, Street, Lifestyle, Resort, Archive, Beauty, Sport, Nature and Night. One choice sets location, light, palette, styling register and mood — your garments do the rest. You can always write or edit the direction manually instead.

The uploaded piece transfers 1:1 — fabric, color, cut, closures, length and FIT. Oversized stays oversized; a fit guard forbids slimming or tailoring it in. A garment register (AI classification) locks the category so a trench jacket never becomes a coat, contrast materials like a leather collar are preserved, and nothing is ever layered over your garment unless you uploaded accessories.

Choose carousel to get a coherent multi-slide story with varied angles (front, back, detail, candid — never the same pose twice). Add your product URL and every social frame, including each carousel slide, gets its own Instagram/TikTok-ready caption in your brand voice: scroll-stopping first line, correct fabric and fit, 4–5 niche hashtags. View the result as a carousel with captions under each slide via 'View as carousel'.

Every shoot lands in its own folder named by date and time — click the name to rename it. Create collections to organize shoots (e.g. 'Autumn 2026') and move folders into them. Click any frame for a lightbox with download; ♥/✕ teaches the studio your taste and improves future shoots.

If a frame shows the wrong garment (e.g. an invented belt or the wrong category), press Dismiss on the frame. A person on the FRAMAI team reviews every claim — approved mismatches refund the frame's 3 credits. Each frame can be dismissed once.

Teach the studio your brand under Brand: upload up to 8 files (logo, lookbooks, guidelines, moodboards — text files welcome) and fill in audience, key products and no-gos. The distilled Brand DNA rides along in every prompt and caption, and the studio keeps learning from the frames you heart.

In the campaign builder's Art direction details panel (step 1) you click your way to the exact frame: 32 campaign looks (moody low-key, direct flash, film grain, quiet luxury, neon night, rain-soaked…), 30 model expressions (confident, slightly happy, editorial cool, fierce, melancholy…), 32 poses away from the stiff catalog stand (anti-pose, avantgarde, walking out of frame, architectural lean…) — every choice shown with a photo example. On top: animals in frame (puma, dobermann, horse…), a season switch (summer/autumn/winter/spring), set props (podium, chair, flowers, mirror, vintage car…), and a brand palette where three colors steer the grade while your garment keeps its true color. Art Direction Pro is a monthly add-on — message us in the chat to activate it.

Tick Series in the Art direction details and the identical setup shoots in your chosen look plus two contrasting ones — three complete versions of the same campaign in one click (×3 output and credits). Built for A/B-testing ads: same garment, same model, three moods, straight into Meta.

In step 2 (Talent) you can select up to 4 models by clicking several model cards — they get numbered in your chosen order and appear TOGETHER in every frame, composed as one shoot with garments distributed between them like a stylist would. Multi-model shoots are a monthly add-on; message us in the chat to activate it on your plan.

In the wardrobe step you can set the fit yourself — slim, regular or oversized — so the silhouette can't drift, and press 'What does Fit Guard see?' to read exactly what the garment agent registered from your photos (category, length, closures, collar). Your fit choice overrides the reading. Part of the Art Direction Pro add-on.

Every campaign frame has a 'Make it film' action (Agency plan / video add-on): pick a fashion motion preset — Editorial (turn to camera, wind, candid), Runway (walk, show pass), Catalog (360° turntable, quarter-turns) or Detail (garment macro, still-life light) — choose 4–12 seconds, optionally write your own motion idea, and the frame becomes the first image of a rendered film that lands in the same shoot folder. A render takes 2–5 minutes.

When creating a model you choose the body type from photo examples — tall slim fashion, lean athletic, curvy, plus-size, short stature, muscular and more — and optionally up to two distinctive traits that make the face unforgettable: a scar through the brow, tooth gap, freckles, heterochromia, vitiligo, a grey streak… Traits are permanent: they follow the model identically through every image.

Agency plans include 12 videos per month (extra videos cost 30 credits). Campaign B-roll adds storytelling frames: garment macro, the model mid-action or exiting the frame, and pure location plates.

Your generated campaigns and models are private to your account — never shown publicly. Uploaded reference files are kept for 90 days, then deleted automatically; we store no more than we need. All models on FRAMAI are AI-generated and we recommend disclosing AI imagery in your marketing (EU AI Act-aligned). Full details in the privacy policy and AI policy.

Write to the team via the menu (top right) — a person replies within one business day. For consultant-led productions, see FRAMAI Premium: a dedicated consultant runs casting, art direction and curation for the campaigns that carry the season.