NewFrame is an artificial intelligence system specialized in advertising and content production.
Though they shared the same hallways and had mutual friends at RC, Arjin and Ata really connected through their shared belief that generative artificial intelligence would rebuild the creative sector: “We both felt that we were at a turning point where technology was ceasing to be an ‘assistive tool’ and becoming a partner capable of thinking; that intuition brought us together.”
NewFrame works like a part of brands’ creative teams. It is not a traditional production tool; it is designed as a creative partner that learns the brand’s language and tone and can think on its behalf. The company now works with over 70 brands, and advertisements produced with NewFrame have been shown in more than 80 countries.
Arjin and Ata feel RC has played a tangible role in their careers: “The most valuable heritage from RC was the reflex of critical thinking and macro perspective: trying to see how a technology, a trend, or an idea will reshape the world in the next ten years. RC taught us not the ‘right answer,’ but how to ask the ‘right question.’ NewFrame is actually the product of this reflex; the answer that emerged when we asked what the next ten years of advertising will look like.”
