With a strong focus on corporate social responsibility, “Nature Is Our Guide” is embodied by four main actors: Captain, Naturalist Guide, Scientist and Passenger. 

Through the campaign, written by FRED & FARID Los Angeles, PONANT is committed to providing a unique and responsible travel experience that not only showcases the natural beauty of the destinations visited but also encourages passengers to be active participants in the conservation of the planet. From innovative and eco-friendly ship design to on-board educational programs and sustainable excursions, PONANT works on developing a new tourism model more responsible, more respectful of the environment and the communities it partners with.

To accompany the campaign, PONANT has released a brand film that captures the essence of “Nature Is Our Guide”. The film showcases the breathtaking beauty of the destinations visited by PONANT and the unique experiences offered to its passengers, while highlighting the company's commitment to a more responsible tourism.

Hervé Gastinel, CEO of PONANT: “Nature is our guide is not just a campaign, it’s a commitment to a more sustainable and responsible tourism as being core values that guide everything we do. We believe travel has the power to transform individuals and communities. It is our responsibility to ensure this transformation is positive and lasting both for people and the planet. This mark our 35th anniversary and we wanted to pay tribute to those who support us in this approach.”

FRED & FARID Los Angeles: "With “Nature Is Our Guide”, our second global project with PONANT, we aimed to create a campaign that not only showcases PONANT's commitment to a more responsible tourism but also speaks to the human desire for exploration and connection with nature.”

With “Nature Is Our Guide”, PONANT is committed to being a leader in sustainable tourism, demonstrating that luxury and sustainability can go hand in hand. The campaign will launch globally on May 25, and will continue to roll out in 2023 with posters, prints and social activations. 

L’hypothétique invasion extraterrestre a été la trame de nombreux livres, films et séries à succès, ainsi que le fil conducteur d'innombrables théories de la conspiration au cours des 50 dernières années. Et tandis que les humains ont fait pression sur le gouvernement pour obtenir des preuves de vie sur d'autres planètes, et la menace possible de leur délocalisation sur la Terre, nous avons été occupés à détruire notre propre maison.

Qu'il s'agisse de la législation anti-environnementale, de l'absence de réglementations fédérales ou de la déforestation causée par l'homme qui dévaste les écosystèmes naturels à l'échelle mondiale, il est tout à fait clair que les humains qui vivent déjà sur Terre sont bien plus dangereux pour l'avenir de notre planète que ne le seraient jamais des extraterrestres.

À l'approche des élections de mi-mandat et alors que 139 élus du 117e Congrès nient toujours le consensus scientifique sur le changement climatique causé par l'homme, Fridays for Future U.S. dévoile avec FRED & FARID, "Aliens", une série de quatre d'affiches illustrant que nos craintes d'une invasion extraterrestre sont le dernier de nos soucis. La réalité est que les extraterrestres sont déjà là, et qu'ils causent des dommages irréparables. Qu'il s'agisse du déni du changement climatique ou du manque d'action pour y remédier, ces extraterrestres détruisent déjà notre planète - une élection locale à la fois.

Les affiches qui jouent avec les codes rétro science-fiction, Aliens montrent quatre environnements différents attaqués par des humains. 

Fridays for Future lance "Aliens" à l'occasion des élections US de mi-mandat

À l'approche des élections américaines de mi-mandat du 8 novembre 2022, Fridays For Future U.S. le mouvement pour le climat, inspiré par Greta Thunberg, affirme avec force que nous ne devons pas craindre les extraterrestres, car la plus grande menace pour la Terre est bien plus proche que nous ne le pensons.

L’hypothétique invasion extraterrestre a été la trame de nombreux livres, films et séries à succès, ainsi que le fil conducteur d'innombrables théories de la conspiration au cours des 50 dernières années. Et tandis que les humains ont fait pression sur le gouvernement pour obtenir des preuves de vie sur d'autres planètes, et la menace possible de leur délocalisation sur la Terre, nous avons été occupés à détruire notre propre maison.

Qu'il s'agisse de la législation anti-environnementale, de l'absence de réglementations fédérales ou de la déforestation causée par l'homme qui dévaste les écosystèmes naturels à l'échelle mondiale, il est tout à fait clair que les humains qui vivent déjà sur Terre sont bien plus dangereux pour l'avenir de notre planète que ne le seraient jamais des extraterrestres.

À l'approche des élections de mi-mandat et alors que 139 élus du 117e Congrès nient toujours le consensus scientifique sur le changement climatique causé par l'homme, Fridays for Future U.S. dévoile avec FRED & FARID, "Aliens", une série de quatre d'affiches illustrant que nos craintes d'une invasion extraterrestre sont le dernier de nos soucis. La réalité est que les extraterrestres sont déjà là, et qu'ils causent des dommages irréparables. Qu'il s'agisse du déni du changement climatique ou du manque d'action pour y remédier, ces extraterrestres détruisent déjà notre planète - une élection locale à la fois.

Les affiches qui jouent avec les codes rétro science-fiction, Aliens montrent quatre environnements différents attaqués par des humains.

"Chaque élection est une élection climatique. Les élections de mi-mandat aux Etats-Unis décideront de l'action du Congrès sur la crise climatique causée par l'homme dans un avenir prévisible. Les Américains de tout le pays regardent nos mers monter, nos maisons brûler et notre air s'épaissir de fumée. Il est temps d'élire des champions du climat qui représenteront leurs électeurs et se battront pour notre peuple et notre planète.” déclare Liv Schroeder, Fridays for Future U.S. Policy Director.

Cette nouvelle campagne marque la 7e collaboration entre FRED & FARID et Fridays for Future. En 2019, FRED & FARID a lancé sa première campagne pour l'organisation, intitulée “Local Warming", qui a mis en lumière l'impact local du changement climatique lors de la Conférence des Nations Unies sur le changement climatique. En 2020, FRED & FARID a illustré la métaphore de Greta Thunberg dans le spot "House on Fire". En 2021, le jour où le Perseverance Rover de la NASA s'est posé sur Mars, Fridays For Future U.S. et FRED & FARID ont dévoilé "1%" - une publicité satirique pour le tourisme sur Mars, afin de réveiller les 99% d'humains qui devront rester sur Terre ; plus tard dans l'année, en septembre 2021, pour la grève mondiale du climat de Fridays for Future, FRED & FARID a lancé "The Denial", un film illustrant notre déni global. Du début de l'année 2022, Fridays for Future U.S. a lancé "We Don't Care", un film mettant en scène des jeunes de la génération Z qui remettent en question l'existence du changement climatique avec la rhétorique familière des médias et des générations précédentes, ce qui coïncide avec la prochaine grève mondiale pour le climat de Fridays for Future. Et plus récemment, Fridays For Future U.S. et FRED & FARID ont lancé "I Love You, California", un film illustrant la dévastation du phénomène quasi-constant des feux de forêt en Californie et leurs effets sur le changement climatique. 

We’ve long worried about the potential of malicious foreign invaders arriving on Earth and causing destruction. This hypothetical alien invasion has been the plotline for numerous successful movies and TV shows, as well as being the throughline for countless conspiracy theories over the last 50+ years.

And while humans have pressed the government for evidence of life on other planets, and the possible threat of their relocation to Earth, we’ve been busy destroying our own home.

From anti-environment legislation and a lack of federal regulations, to man-made deforestation that devastates natural ecosystems globally, it’s abundantly clear that the humans already living on Earth are far more dangerous to the future of our planet than any aliens could ever be.

With the midterm elections approaching and the reality that 139 elected officials in the 117th Congress still deny the scientific consensus of human-caused climate change, Fridays for Future U.S. releases “Aliens”, a four-part poster series powerfully illustrating that our fears of deadly alien invasion are the least of our concerns. The reality is that the aliens are already here, and they’re doing irreparable damage. Whether it's the denial of climate change or the lack of action to address it, these aliens are already destroying our planet - one local election at a time.

Utilizing retro Sci-Fi motifs, “Aliens” depicts four different environments under attack by humans who look eerily similar to the aliens attacking a foreign planet. 

Men in futuristic suits chop down trees with abandon, with machines aiding in the devastation as the bottom of the poster reads, “Deforestation caused by humans releases 2.4 billion tons of carbon dioxide into the air, creating intense temperature swings that kill plants and animals.” Business people flee from ominous smog clouds that engulf the sky as gas guzzling cars fill the air with fumes, informing readers that “An average passenger vehicle emits over 4,000,000 grams of carbon dioxide per year, contributing to 27% of total greenhouse gas emissions in the US.” A giant fishing boat splits the sea like a monster, with nets full with hundreds of fish and bycatch, explaining how overfishing “Creates imbalances in marine ecosystems, and loss of biodiversity — a source of carbon absorption accounting for 70 to 90 megatons of carbon each year. “ A series of fires rage from the Earth as humans and massive rigs drill for oil, emphasizing that “Nearly 100 million barrels of oil are consumed globally each day, creating ⅓ of the world’s total carbon emissions.”

Our reality of planetary destruction appears to continue with abandon. A frightening lack of federal regulation in the U.S. is a result of rulings like West Virginia v. EPA and the subsequent Inflation Reduction Act — which, while a step forward, still limits the authority of the EPA to truly tackle the root causes of climate change — as well as the ever-present lack of political interference on a global level, educating the public about the current state of the Earth and the environment and taking action has never been more crucial.

We are already in the midst of a foreign invasion on Earth, but we are the aliens.

“Every election is a climate election. The midterms will decide Congressional action on the man-made climate crisis for the foreseeable future. Americans across the country are watching our seas rise, our houses burn, and our air thicken with smoke. It’s time to elect climate champions who will represent their constituents and fight for our people and planet.

We need to elect leaders who will fight for economic, racial, gender, reproductive, queer, disability, and labor justice. It is all on the line in November, and now is the time to vote for your family, friends, and neighbors. It is time to vote for your rights, and for our planet.” says Liv Schroeder, Fridays for Future U.S. Policy Director.

This new campaign marks the 7th collaboration between FRED & FARID Los Angeles and Fridays for Future. In 2019, FRED & FARID Los Angeles launched their first campaign for the organization called “Local Warming” which shined a spotlight on local impact of climate change during the the United Nations Climate Change Conference. In 2020, FRED & FARID Los Angeles illustrated Greta’s Thunberg metaphor in the spot “House on Fire”. In 2021, on the day that NASA’s Perseverance Rover touched down on Mars, Fridays For Future U.S. and FRED & FARID Los Angeles unveiled “1%” – a satirical tourism ad for Mars, to awaken the 99% of humans who will have to stay on Earth; later that year, in September 2021, for Fridays for Future’s Global Climate Strike, FRED & FARID launched “The Denial”, a film to illustrate our global denial about the climate crisis, in which a man was simply running into a wall. In early 2022, Fridays for Future U.S. released “We Don’t Care”, a film starring a cast of Gen Z kids questioning the existence of climate change with the familiar rhetoric of the media and previous generations, coinciding with Fridays for Future’s next Global Climate Strike. And most recently, Fridays For Future U.S. and FRED & FARID Los Angeles launched “I Love You, California”, a film illustrating the devastation of the near-constant phenomenon of California wildfires’ and their effects on climate change. 

 For World Animal Day (October 4th) Sea Shepherd the marine conservation nonprofit organization fighting to defend, conserve, and protect our oceans is using human skin as a media space to remind us of extinct sea animals.

As the world’s most passionate and powerful protector of ocean life, Sea Shepherd brings independent entities in over 20 countries together for direct-action campaigns around the world.

Our oceans are dying and we are responsible: dozens of marine animals have gone extinct due to pollution, poaching, and other human activity. It seems only fair that we give a bit of ourselves to raise awareness about this dramatic issue. To visualize this extinction, Sea Shepherd and the creative boutique FRED & FARID New York are using an original call to action based on the simple idea that a tattoo is a conversation starter. Sea Shepherd invites people who care about marine life to use their own skin as a medium to deliver a tribute to extinct species. One of the most asked questions when you discover a tattoo is what does it mean? Thus a tattoo becomes an educational tool to raise awareness.

The non-profit organization has a duty of memory, not only on world animal day but also on the other 365 other days of the year, asking us to never forget that human activity, the way we behave, and how we consume has been, and is still being, a huge part of the problem. To remember this consequence, Sea Shepherd collaborated with renowned tattoo artist Stephen Carballo out of Los Angeles to bring extinct marine animals back as a collection of tattoos—called Extinct Ink.

“I think it’s a very good conversation starter, especially because they are not the typical animal that you will see as tattoos,” said Stephen Carballo.

As a call to action, the campaign starts with a video, imagined by FRED & FARID New York, featuring individuals who already made this commitment, offering an invitation to do the same: Show your skin tribute #extinctink

Each tattoo portrayed, serves as a lifelong reminder of our responsibility to protect the oceans and the many species living in them today. “I like the idea of having something, if someone asks me the question about it, I can kind of give them some knowledge about what we have done basically to make these animals go extinct,” said Lex Ryan, who got the Javan lapwing tattooed on her biceps.

In the midst of dozens of nonprofit campaigns for various causes, this project takes a whole new approach to raising awareness about an important issue by quite literally getting under people’s skin. Turning humans themselves into forms of living media, who spread the message to the people they interact with in their day-to-day lives. 

Historiquement, la période des feux de forêt en Californie se situe entre les mois de mai et d'octobre, lorsque la chaleur sèche de l'été est à son maximum et que les vents menacent d'étendre la portée des incendies. Pourtant, la saison des feux de forêt n'est plus une simple phase de six mois au milieu de l'année. Selon les experts en matière de changement climatique, la Californie connaît des records de feux de forêt tout au long de l'année.

À l'heure où nous rédigeons ce communiqué, le Mosquito Fire, dans le nord de la Californie, a déjà brûlé 76 290 acres et est circonscrit à 39 %. Il est presque certain que d'autres feux de forêt continueront à faire rage dans les mois à venir.

Pour illustrer la dévastation de ces incendies sur le paysage incroyable de la Californie, et les conditions qui ont conduit à cette saison des feux de forêt qui dure désormais toute l'année, Fridays for Future U.S. et FRED & FARID ont créé le film "I Love You, California", inspiré du célèbre hymne de l'Etat.

L'hymne régional de la Californie, adopté en 1951, célèbre la beauté du paysage naturel riche et diversifié de la Californie, des forêts de séquoias aux exportations naturelles de miel, de fruits et de vin.

Rien qu'en 2020, la Californie a connu cinq des six plus grands incendies de l'histoire de l'État, émettant au total plus de 100 millions de tonnes de dioxyde de carbone dans l'atmosphère. Pour la seule année 2021, les feux de forêt californiens ont brûlé plus de 2,2 millions d'acres de terre, soit l'équivalent en émissions de carbone de plus de 16 millions de véhicules à essence conduits en un an. Bien que beaucoup soient conscients de l'impact de ces incendies sur les terres, les populations et les infrastructures, le fait qu'ils libèrent un excès de CO2 dans le climat ne fait qu'exacerber ce problème, créant les conditions parfaites pour que de nouveaux incendies se produisent dans les années à venir. Pour attirer l'attention sur la gravité de ce problème, le film "I Love You, California" montre, plan après plan, le paysage de l'État après les incendies : les squelettes carbonisés des pins, les vignes brûlées et même la faune directement touchée.

Fridays for Future organisent leur annuelle Global Climate Strike le 23 septembre 2022. Pour connaître les villes où la grève aura lieu, visitez www.fridaysforfutureusa.org.

"La crise climatique n'est plus un avenir abstrait ou un article de presse sur un pays lointain. C'est ici, c'est maintenant. Nous devons agir. Partout où vous regardez, les jeunes agissent pour un changement systémique, mais nous ne pouvons pas le faire seuls ; nous avons besoin de ceux de chaque génération qui comprennent l'urgence de la crise climatique pour se joindre à nous afin de s'attaquer à ses causes profondes de manière concrète." déclare Katharina Maier, National Coordinator of Fridays for Future U.S. 

For the upcoming GLOBAL CLIMATE STRIKE on September 23, Fridays For Future U.S., the movement inspired by Greta Thunberg, launches a new film highlighting the devastating effects of climate change to the tune of California’s state anthem.

Historically, wildfire season in California takes place between the months of May and October, when the dry summer heat is at its highest and the winds threaten to expand the reach of fires. But wildfire season is no longer a simple 6 month period in the middle of the year — according to climate change experts, California is experiencing record-breaking wildfires all year round.

At the time this release is written, the Mosquito Fire in Northern California has already burned 76,290 acres and is at 39% containment. There’s near certainty that more wildfires will continue to rage in the coming months.

To illustrate the devastation these fires have on California’s incredible landscape, and the conditions that have led to this now year-round wildfire season, Fridays for Future U.S. and FRED & FARID Los Angeles created the film “I Love You, California,” inspired by California’s state song of the same name.

The regional anthem of California, adopted in 1951, celebrates the beauty of California’s rich, diverse natural landscape, from the redwood forests, to the natural exports of honey, fruit, and wine. Today, these lyrics ring more painful than joyous to residents who are forced to watch these same forests and fields of grains burn down year after year.

In 2020 alone, we experienced five of the six largest fires in state history, cumulatively emitting over 100 million metric tons of carbon dioxide into the air. Just in 2021, California wildfires burned over 2.2 million acres of land, the carbon emissions equivalent of over 16 million gas powered vehicles driven in one year. While many are aware of the impact of these fires on the land, people, and infrastructure, their release of excess CO2 into the climate further exacerbates this issue, creating the perfect conditions for even more wildfires in the years to come.

To bring attention to the severity of this problem, the film “I Love You, California” shows shot after shot of the state’s landscape in the aftermath: the charcoaled skeletons of pine trees, the singed grape vines, and even the wildlife directly impacted.

While watching these horrific scenes, we hear a somber yet powerful cover of the state song, sung by FRED & FARID Los Angeles’s own Jr. Art Director Kiyomi Morrison, a second-generation California native. 

Growing up in California, it’s impossible not to see the devastating effects of the fires on everything around you. I’ve seen whole communities lose their childhood homes, and the air becoming so polluted one can’t even walk outside. The mountains I used to visit as a kid have turned to black in a matter of months. As just one of the terrible realities of climate change, I hope this can bring more awareness to the current path we’re heading down.” says Kiyomi. 

Fridays for Future will be holding their annual Global Climate Strike on September 23rd, 2022. To see the cities where the strike will take place, visit www.fridaysforfutureusa.org. 

“For us youth, the majority of our lives will be lived in the hellscape our so-called leaders and the corporations that fund them are responsible for creating. We are experiencing the consequences of systems built on power and greed, and people are dying because those in power have decided money is worth more than human life. How many more lives must be lost, heat records broken, acres burnt down, homes washed away? The climate crisis is no longer an abstract future or a news article about a far-off country. It’s here - it’s now. We have to act. Everywhere you look, youth are acting for systemic change, but we can’t do it alone; we need those from every generation who understand the urgency of the climate crisis to join us to address its root causes in concrete ways.” says Katharina Maier, National Coordinator of Fridays for Future U.S.

Directed by French director Alice Kong, the music video features French ballet dancer and actress Marion Barbeau alongside French actress and model Annabelle Belmondo, as they bring the lyrics of “J’aime les filles” by Jacques Dutronc to life. The classic track was reimagined by lively French indie pop group Evergreen, setting the buoyant, irreverent tone of the film. 

The music video follows two heroines as they live Jacques Dutronc’s lyrics throughout Paris with elegance, style, and a playful wink. The film starts off with the two best friends dancing through a chic Castel and Régine inspired restaurant (“J'aime les filles de chez Castel. J'aime les filles de chez Régine”); they protest the raucous sound of a morning alarm while lying in bed on the lawn of the Sacré Cœur (“J'aime les filles qui font la grève. J'aime les filles qui vont camper”); they carry their skis through the street, then quickly ditch their gear for ice cream cones (“J'aime les filles de Megève. J'aime les filles de Saint-Tropez”); and then end their adventure inspiring an artist and having a laugh (“J'aime les filles intellectuelles. J'aime les filles qui me font marrer.”). In every scene, the duo looks casually chic styled in Longchamp’s FW22 Collection.

Alongside Marion Barbeau and Annabelle Belmondo’s performances, the song itself plays a central role in the film.

Jacques Dutronc and his legacy are present throughout “J’aime les filles”, personifying the Parisienne experience with a healthy dose of fun. This made Dutronc the ideal soundtrack choice for both the “Très Paris” launch film and new music video.

The recreation of “J’aime les filles” by Evergreen marries modernity with the timelessness of French culture. This combination represents the Longchamp brand itself — maintaining a trademark avant-garde creativity with superior craftsmanship in every collection.

Alongside the music video, there are 12 brand films, 2 BTS films, and 30+ photos and films created for social.

The second chapter of the Longchamp “Très Paris” campaign solidifies the brand’s inimitable Parisienne spirit. Communicating the effervescent energy that exemplifies all that is Longchamp, this new music video is witty, charming, and simply put, “Très Paris”.

In addition to the always-on work done by the agency on Longchamp’s Instagram account, this campaign is the fourth global launch from the Fred & Farid offices since the collaboration started in 2020. With hundreds of assets created over the past 3 years, the agency continues to build the “Très Paris” platforms. 

Ladder, the company offering flexible life insurance in minutes, today released “Crocodile,” the second installation of its “So Good” brand campaign — a series of humorous and memorable films built around the unique consumer insight that almost 1 in 2 couples with life insurance joke about taking each other out for the payout.

Created in partnership with creative/culture agency FRED & FARID Los Angeles and award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), the new film stars the Ladder mom unleashing another inventive plot on her beloved husband: this time with the ruse of a romantic parental rendezvous and a little help from a crocodile. Once again, dad escapes the outlandish trap (mostly) unphased, retorting “I’m ok guys!” with his signature happy-go-lucky demeanor.

With the continuation of this daring campaign and its innovative digital life insurance product, Ladder is cementing its position as the unavoidable disruptor in life insurance — attracting a new generation of consumers and flipping traditional life insurance rhetoric on its head to create easy and open conversations within families. 

“We feel so lucky to have such an amazing client partner. They understand the power of creativity and are willing to take risks and to be bold and disruptive. We hope to continue to capitalize on the success of the campaign with many more films.” says FRED & FARID Los Angeles creative agency.

“I love this campaign,” says Casey Storm. “For me as a director, the scripts and the campaign are a home run. I’ve heard how effective the last campaign was and I’m sure this next devilish round will be equally successful at raising brand awareness and making people smile.”

"Crocodile is about more than the next installment in our campaign," says Olivia Borsje, VP of Marketing at Ladder. "It's representative of the way Ladder is revolutionizing life insurance for customers — not only through product and distribution innovation, but also through brand. Giving digital consumers a fresh way to re-engage with the category is fundamental to achieving our mission of making life insurance as affordable, accessible, and beloved as it should be."

Ladder's "Crocodile" spot is now live across the country on digital platforms and TV networks. 

Euphoria.LGBT, Inc. a lancé à l’occasion de la Transgender Awareness Week une campagne de sensibilisation imaginée par FRED & FARID. Euphoria  a ainsi dévoilé  une campagne qui s'inspire des pronoms. Une série de visuels présentent  des prénoms issus de différentes cultures. À l'intérieur de chacun de ces noms, un pronom est mis en évidence. Le pronom semble parfois aligné sur le genre originel du nom et parfois décalé par rapport à celui-ci. Cette campagne est une invitation à respecter la communauté transgenre et la propriété unique de l'identité de chacun. La transition de genre commence souvent par un pronom et peut être considérée comme les premiers mots d'une histoire d'acceptation de soi et de devenir soi-même.

Au centre de cette nouvelle prise de parole la signature "Become Who You Are" qui retranscrit la quête de la communauté transgenre du monde entier pour reconnaître, accepter et embrasser sa véritable identité. Ce message universel se veut être une inspiration au-delà de la communauté LGBTQIA+.  "Become Who You Are" est une invitation pour chacun à vivre avec honnêteté, acceptation et courage.

Robbi Katherine, fondatrice d'Euphoria.LGBT : "Les pronoms sont des éléments fondamentaux de la communication pour tout être humain. Pour la communauté transgenre, les pronoms offrent une reconnaissance de sa véritable identité. Ces mots sont souvent le premier et peut-être le plus durable reflet de l'âme transgenre. Les pronoms sont plus que de simples mots ; ce sont des portraits."

French cruise company PONANT launches its campaign “The North Pole, The South Pole, And You” to introduce its new hybrid-electric polar exploration ship powered by liquefied natural gas. Travelling aboard Le Commandant Charcot is an invitation to awaken to a world of sensations, knowledge and respect for the nature that surrounds us. Beyond exploration.

The hypnotic blue palette, the blizzard, the huge thrill as we stand upon the geographic North Pole. A heart that beats in the face of these raw lands, reached only by rare explorers. Heading North, at the boundaries of extreme lands, or heading South, in the heart of the legendary “White Continent”, a cruise on Le Commandant Charcot is an adventure, an expedition, a polar odyssey, and a self discovery only a few people will have the chance to experience in their lifetime. Approaching the Poles is very much like approaching space. It helps us realize how small we are as humans. Le Commandant Charcot is an experience whose magic transforms the traveller.

« From where does this strange, powerful and enduring attraction to the polar regions come, such that after returning one forgets the mental and physical fatigue resulting from the expedition and dreams only of returning? … I now consider that these regions leave a kind of reverent mark on a person. Any man who reaches this place feels his spirit soar.”

Jean-Baptiste Charcot, “The French at the South Pole”

The campaign, written by FRED & FARID Los Angeles, directed by ACCIDENT and produced by NOSIDE Paris conveys the sheer magnificence of the landscapes. It personifies the awakening to knowledge experienced aboard Le Commandant Charcot, and pays tribute to science and purposeful voyages which in gaining better understanding inspire us to preserve our environment.

The Voice Over, narated by actor and comedian Nathan Wilcocks, coming from really far away, from space maybe or from a research station in Antarctica… reminding us of our place in the universe, with a certain emotion tinted by the importance of the message delivered.

The music composed by French artist and musician DeLaurentis adds another layer of elevation. From macro to micro, from the universe to each one of us, mobilising our senses and our conscience.

Hervé Gastinel, CEO of PONANT: “This first high polar exploration vessel represents the quintessence of our dreams of the absolute. To offer essential escapes. To find meaning again. To better understand and protect our planet. The launch campaign needed to convey the pioneering nature of our approach, the spirit and audacity of PONANT.”

FRED & FARID Los Angeles: “Experiencing the magnetic Poles is a great reminder of our place in the galaxy. We always forget that our blue spaceship is orbiting around the Sun at a speed of 67 000 miles per hour, traveling in space about 1,6 million miles a day. Le Commandant Charcot is a spaceship on Earth”

The campaign will launch globally from November 15, first in EMEA (France, Belgium, Switzerland, Germany, UK) and will continue to roll out in 2022, in AMERICAS and APAC. It is supported by a 100% digital communication plan promoting the immersive experience of video format via social networks and programmatic.

The campaign is part of a 360° plan, integrating a dedicated website created by Infostrates and new polar experiences via Instagramand Facebook accounts, drawing on the expertise of We Like Travel. 

"Life insurance so good, they're gonna want you dead."
 Ladder, l'assurance-vie américaine nouvelle génération, annonce le lancement de sa première campagne de marque à la suite d'une levée de fonds de 100 millions de dollars.

Lancée aux Etats-Unis, cette campagne a été développée en partenariat avec FRED & FARID et réalisée par Casey Storm le réalisateur et costumier primé (qui a notamment travaillé pour Spike Jonze et David Fincher).

Le spot, à l'humour caustique, met en scène un père en train d'en découdre face aux différents plans pièges montés par les membres de sa famille. Bâtons de dynamite, flèches... malgré le danger imminent, il navigue dans son quotidien avec légèreté en passant à travers ces embûches pleines de créativité.

Ladder s'est donnée pour mission de rendre l'assurance-vie plus accessible et de communiquer auprès d'une nouvelle génération de clients digital native aux Etats-Unis. L'idée derrière cette première campagne était d'injecter un peu de second degré dans un sujet intimidant que peut être l'assurance-vie. Cette prise de parole est une occasion d'ouvrir la conversation notamment au sein des familles.

Le spot "So Good" de Ladder est diffusé sur les chaînes de TV aux Etats-Unis et les plateformes de streaming, notamment Hulu, Roku et Tubi. 

Ladder, the company offering flexible life insurance in minutes, is announcing the launch of its first brand campaign on the heels of a $100M fundraise.

Developed in partnership with AdAge’s 2020 Newcomer Agency of the Year FRED & FARID, and directed by award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), Ladder’s “So Good” campaign is built around a unique consumer insight: almost 1 in 2 couples with life insurance joke about taking each other out for the payout, according to a recent survey of 3,000+ respondents.

Centering on a family who has booby trapped their home, the spot shows Dad expertly navigating his normal day-to-day of dynamite sticks and children’s archery bows, all the while lovingly humoring his very “creative” family. The commercial feels immediately relatable, yet completely unexpected. It is that combination of familiarity and surprise that enables the brand to cut through the noise in a unique way.

“So Good is everything we were looking for: it’s memorable, it’s relatable, but most importantly it’s different.” said Olivia Borsje, VP of Marketing at Ladder. “Taking a fresh, innovative approach to advertising helps signal that our product is fresh and innovative too. The brand promise is incredibly strong and resonates with a generation of consumers that feels like life insurance wasn’t built for them.”

"It's rare these days to have a client that fights for a brave creative idea as much as the creative team. You can't help but dedicate yourself to their success,” said the team from FRED & FARID Los Angeles.

“The concept made me laugh out loud. I felt like it was comical, bold, and distinctly unique in advertising,” said Casey Storm. “It was an opportunity to make a short film that would be watchable and re-watchable, and would make the viewer laugh. I wanted to make life insurance more relatable and less overwhelming.”

Ladder’s mission is to redeem life insurance for digital consumers — making it as accessible, affordable, and beloved as it should be. Part of it means facilitating the conversation around life insurance, which can feel intimidating. By reflecting back their own humor, Ladder empowers viewers to crack open that conversation in a way that feels familiar.

Ladder’s “So Good” spot is now live across the country on TV networks and streaming platforms, including Hulu, Roku, and Tubi. 

Depuis des décennies, les militants du climat et les scientifiques ont mis en évidence les effets néfastes du réchauffement climatique sur la planète. Les vagues de chaleur, les sécheresses, les incendies de forêt et les inondations se succèdent à un rythme alarmant, et 200 espèces disparaissent chaque jour de la surface de la terre, pour ne plus jamais revenir. Ces effets touchent tout le monde et sont plus dévastateurs pour les plus vulnérables : les plus pauvres et les jeunes générations. Depuis son lancement en 2008 par Greta Thunberg, l'ONG Fridays for Future est la porte-parole des militants de la génération Z partout dans le monde. Sa mission est d'attirer l'attention du public sur les données scientifiques et de demander aux instances au pouvoir de prendre cette situation au sérieux et d'agir en conséquence.

Pourtant, ces dirigeants ne font toujours pas assez pour limiter le réchauffement climatique. Leur posture est vraiment loin de résoudre le problème.

À l'occasion de l'anniversaire de la GLOBAL CLIMATE STRIKE, l'une des dates les plus emblématiques de la lutte contre le changement climatique, l'ONG de Greta Thunberg, Fridays For Future, dévoile "The Denial", un nouveau spot réalisé par FRED & FARID et produit par "dream". Le spot illustre notre déni de la crise climatique par une métaphore : aller droit dans le mur. C'est littéralement ce que nous faisons aujourd'hui en matière de changement climatique.

Katharina Maier, Fridays For Future US (fridaysforfuture.com) : "La bonne nouvelle est que les scientifiques pensent que limiter le réchauffement est absolument possible techniquement. Grâce aux technologies des énergies renouvelables, à l'évolution de l'agriculture et des transports, et à d'autres changements importants, nous pouvons limiter le réchauffement et éviter des conséquences encore plus graves. Cependant, en parallèle nous ne changeons pas notre façon de vivre, notre façon de consommer, notre façon de voyager, ni notre façon de produire de l'énergie... Nous nous fonçons littéralement et collectivement droit dans un mur. Nous voulions jouer sur cette contradiction en mettant en avant l'urgence d'agir pour sauver notre planète."

Cette nouvelle campagne marque la 4e collaboration entre FRED & FARID et Fridays for Future. Début 2021, le jour où le Perseverance Rover de la NASA s'est posé sur Mars, Fridays For Future avait dévoilé "1%" - une publicité touristique satirique pour Mars, développée avec FRED & FARID “pour réveiller les 99% d'humains qui devront rester sur Terre”. 

Just last year, an additional 150 million people were plunged into extreme poverty, which means they are now trying to survive on less than $1.90 per day.

Meanwhile, billionaires are racing to space.

With the situation more than ever, Concern Worldwide – which has been on a 50+ year mission to end extreme poverty, whatever it takes – is going so far to reach its goal, it’s exposing the corporations, and billionaires who could do more to end extreme poverty.

In an advertising campaign titled #UnfortunatelyFakeNews, Concern will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty.

Example: “SPACE CAN WAIT.’ BILLIONAIRE PUTS PASSION PROJECT ON HOLD. REDIRECTS BILLIONS TOWARDS ENDING EXTREME POVERTY.”

Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper or major news network, each headline appears to be real, until it lands upon a reveal and a CTA:

#UnfortunatelyFakeNews. Until it’s real, please donate.

To drive the point home, and even put the heat on corporations and people who could (but are not) helping to end extreme poverty, #UnfortunatelyFakeNews will appear in high-profile, strategically-placed, out-of-home units in major cities.

San Francisco, Financial District
San Francisco, Financial District
Newscaster segments, featuring anchors and authentic network graphics & music, will disseminate #UnfortunatelyFakeNews in video pre roll.

Audio ads will run on podcast networks like Crooked Media and NPR.

The campaign will also appear across Facebook, Instagram, LinkedIn, Twitter, and Youtube. Most of these platforms are considered a breeding ground for fake news. But this is the first time they will see fake news being used, and spun, for a good cause.

In effect, Concern is pointing out the unjust disparity between the ultra-wealthy and more than 800 million people living on less than $1.90 per day. Beyond that, Concern is to calling out the individuals who are best equipped to make a difference… and ultimately exposing the undeniable truth that, with so much wealth in the world today, there is no reason (and no excuse) for extreme poverty to exist.

Colleen Kelly, Concern Worldwide US’s CEO said, “No one person, government, or organization can solve income inequality and extreme poverty on their own - we must all work together. Meaningful change requires all of us to recognize our individual responsibility and use our available resources intentionally, so they have a positive impact on the world. With #UFN we hope to bring more awareness to our crucially important mission of ending extreme poverty, whatever it takes.”

Concepted and produced by FRED & FARID’s LA outpost, #UnfortunatelyFakeNews is Concern’s first-ever US advertising campaign. 

- La campagne “It is not a bag. It is Le Pliage®️.” se compose de 9 films de marque et d'une série d’affiches - réalisés et photographiés pour Longchamp par Sander Plug, réalisateur, photographe, artiste visuel et designer de renommé internationale

Après le lancement de la plateforme ‘’très paris’, Longchamp - maison de mode parisienne emblématique du patrimoine et du luxe à la française - lance en collaboration avec FRED & FARID sa première campagne de marque pour sa ligne la plus iconique, Le Pliage®️.

Le Pliage®️ une icône du design

Que ce soit pour voyager ou pour le porter au quotidien, Le Pliage®️ est un Must, une Légende. Depuis son lancement en 1993 le Pliage®️ s’est imposé comme une icône du design - en raison de son ingéniosité, et de sa façon d’associer avec style le nylon et le cuir (le tout pour un prix étonnamment abordable). Fabriqué avec des poignées en cuir, un rabat signature, du nylon coloré - et désormais du tissu recyclé, au sein d'une nouvelle collection Pliage Green plus durable - Le Pliage ® ️ tire son nom de sa versatilité. Il s’inspire de l’art l’origami - découvert à travers un voyage au Japon dans les années 90, de Philippe Cassegrain, fils du fondateur de la marque. Depuis lors, il a été vendu dans le monde entier et porté par d'innombrables célébrités. Aujourd’hui, on dit même qu'il se cache dans le dressing de la majorité des foyers français.

Le Pliage® ️ n'est pas un sac. C'est un concept.

La signature “It is not a bag. It is Le Pliage®️.” développée par FRED & FARID a été inspirée par une observation du PDG de Longchamp, Jean Cassegrain, et de la directrice artistique Sophie Delafontaine : "Le Pliage®️ n'est pas un sac. C'est un concept". Il est en somme un style de vie - d'aventure, de mouvement et d'énergie... toujours élégant. Le Pliage®️ est la fusion parfaite de la mode et de la fonction. Mais il ne s'agit en aucun cas d'un simple sac.

Pour lui rendre hommage, FRED & FARID a fait appel au célèbre Studio Sander Plug et à son fondateur (du même nom), réalisateur, photographe, artiste visuel et designer de renommée internationale. Sander est connu pour son approche conceptuelle, son esthétique minimale, son artisanat exemplaire, mais aussi son humour intelligent, qu'il a appliqué à des projets créatifs pour de nombreuses marques de luxe et de mode, dont Hermès, Vogue, Cos et Campari.

La campagne “It is not a bag. It is Le Pliage®️” met en valeur le style original authentique et intemporel - ainsi que la une nouvelle collection "Le Pliage®️ Green", fabriquée à partir de tissu recyclé.

Longchamp dévoile avec FRED & FARID “It is not a bag. It is Le Pliage®” la 1ère campagne de marque pour sa ligne de sac emblématique lancée en 1993.

- Pour la première fois, la ligne iconique de Longchamp se dote d’une campagne de marque développée par FRED & FARID et illustrée par la signature “It is not a bag. It is Le Pliage®”

- La campagne “It is not a bag. It is Le Pliage®️.” se compose de 9 films de marque et d'une série d’affiches - réalisés et photographiés pour Longchamp par Sander Plug, réalisateur, photographe, artiste visuel et designer de renommé internationale

Après le lancement de la plateforme ‘’très paris’, Longchamp - maison de mode parisienne emblématique du patrimoine et du luxe à la française - lance en collaboration avec FRED & FARID sa première campagne de marque pour sa ligne la plus iconique, Le Pliage®️.

Le Pliage®️ une icône du design

Que ce soit pour voyager ou pour le porter au quotidien, Le Pliage®️ est un Must, une Légende. Depuis son lancement en 1993 le Pliage®️ s’est imposé comme une icône du design - en raison de son ingéniosité, et de sa façon d’associer avec style le nylon et le cuir (le tout pour un prix étonnamment abordable). Fabriqué avec des poignées en cuir, un rabat signature, du nylon coloré - et désormais du tissu recyclé, au sein d'une nouvelle collection Pliage Green plus durable - Le Pliage ® ️ tire son nom de sa versatilité. Il s’inspire de l’art l’origami - découvert à travers un voyage au Japon dans les années 90, de Philippe Cassegrain, fils du fondateur de la marque. Depuis lors, il a été vendu dans le monde entier et porté par d'innombrables célébrités. Aujourd’hui, on dit même qu'il se cache dans le dressing de la majorité des foyers français.

Le Pliage® ️ n'est pas un sac. C'est un concept.

La signature “It is not a bag. It is Le Pliage®️.” développée par FRED & FARID a été inspirée par une observation du PDG de Longchamp, Jean Cassegrain, et de la directrice artistique Sophie Delafontaine : "Le Pliage®️ n'est pas un sac. C'est un concept". Il est en somme un style de vie - d'aventure, de mouvement et d'énergie... toujours élégant. Le Pliage®️ est la fusion parfaite de la mode et de la fonction. Mais il ne s'agit en aucun cas d'un simple sac.

Pour lui rendre hommage, FRED & FARID a fait appel au célèbre Studio Sander Plug et à son fondateur (du même nom), réalisateur, photographe, artiste visuel et designer de renommée internationale. Sander est connu pour son approche conceptuelle, son esthétique minimale, son artisanat exemplaire, mais aussi son humour intelligent, qu'il a appliqué à des projets créatifs pour de nombreuses marques de luxe et de mode, dont Hermès, Vogue, Cos et Campari.

La campagne “It is not a bag. It is Le Pliage®️” met en valeur le style original authentique et intemporel - ainsi que la une nouvelle collection "Le Pliage®️ Green", fabriquée à partir de tissu recyclé.

"Le lancement du Le Pliage® Green représente l'aboutissement des efforts de Longchamp pour trouver des alternatives durables à sa toile de nylon très résistante. Nous croyons fermement en l'avenir de cette fibre et nous nous engageons à utiliser exclusivement de la toile recyclée dans tous nos produits d'ici 2023". Sophie Delafontaine, directrice de la création.

S’il n’est pas un sac, qui est Le Pliage®️ ?

La campagne se décline en 2 séries de films dont Le Pliage®️ tient le personnage principal. Alors que 6 films de la série “It is not a bag” suggèrent que Le Pliage® ️ n'est pas un sac, les 3 derniers films de la série “Am I Not A Bag?” montrent le Pliage®️ en pleine introspection.

Parallèlement Sander Plug et FRED & FARID ont développé une campagne d’affichage autour de la caractéristique la plus emblématique du Le Pliage®️ : sa capacité à se plier. La ligne a ainsi été photographiée et imprimée sur des morceaux de papier, pliés précisément là où un Le Pliage®️ peut être réellement plié.

"Nous sommes particulièrement fiers d’accompagner Longchamp dans la réinvention de Le Pliage, le modèle iconique qui a fait son succès. C’est cette réinvention que la campagne traduit, à la fois par le lancement de références plus durables, et par l’écriture résolument fraiche, qui rend hommage à l’audace de cette marque. La campagne est aussi le fruit d’une étroite collaboration entre nos équipes de Paris et Los Angeles, à l’image de la façon dont FRED & FARID fonctionne, en organisant et en mettant à disposition les ressources, au plus près des besoins de nos clients." Séverine Autret, Co-Présidente et Partner de FRED & FARID Paris 

"Le lancement du Le Pliage® Green représente l'aboutissement des efforts de Longchamp pour trouver des alternatives durables à sa toile de nylon très résistante. Nous croyons fermement en l'avenir de cette fibre et nous nous engageons à utiliser exclusivement de la toile recyclée dans tous nos produits d'ici 2023". Sophie Delafontaine, directrice de la création.

S’il n’est pas un sac, qui est Le Pliage®️ ? 

La campagne se décline en 2 séries de films dont Le Pliage®️ tient le personnage principal. Alors que 6 films de la série “It is not a bag” suggèrent que Le Pliage® ️ n'est pas un sac, les 3 derniers films de la série “Am I Not A Bag?” montrent le Pliage®️ en pleine introspection. 

Parallèlement Sander Plug et FRED & FARID ont développé une campagne d’affichage autour de la caractéristique la plus emblématique du Le Pliage®️ : sa capacité à se plier. La ligne a ainsi été photographiée et imprimée sur des morceaux de papier, pliés précisément là où un Le Pliage®️ peut être réellement plié. 

- “It is not a bag. It is Le Pliage®️.” Encompassing nine brand films, and a series of print ads, directed and shot by internationally-awarded director, photographer, visual artist and designer Sander Plug for Longchamp.

Partnering with boutique creative network FRED & FARID, Longchamp – the iconic Parisian fashion house – is launching the first ad campaign for its most iconic line, Le Pliage®️.

Crafted with leather handles, a signature flap, colorful nylon – and now recycled fabric, within a new Pliage Green more durable collection – Le Pliage®️ is named after the French verb “to fold,” because it can be folded up and stowed away.

Inspired by origami, and a trip that Longchamp’s founder’s son Philippe Cassegrain took to Japan in the 90s, Le Pliage®️ was initially released in 1993… and instantly skyrocketed to fame.

Since then, it’s been sold around the world and carried by countless celebrities. Today, it is rumored to be found in every home in France. Whether for travel, or everyday wear, Le Pliage®️ is a must. Le Pliage®️ is a legend. Le Pliage®️ has become a design icon – because of its ingenuity, and its status as the first style to pair nylon and leather in a chic way (all for a surprisingly affordable price).

The new campaign was created under the line: “It is not a bag. It is Le Pliage®️.” (in French: “Ce n’est pas un sac. C’est Le Pliage®️.”)

The tagline was inspired by an insightful observation from Longchamp’s CEO Jean Cassegrain and Artistic Director Sophie Delefontaine, which is that: “Le Pliage®️ is not a bag. It is a concept.” Meaning it is a lifestyle – of adventure, movement and energy, that still remains elegant. Le Pliage®️ is representative of the desire to go places – to get things done – while simultaneously looking amazing. It is the perfect fusion of fashion and function. But there is no way that it is just a bag.

To bring “It is not a bag. It is Le Pliage®️.” to life, FRED & FARID partnered with the renowned Studio Sander Plug and its founder (of the same name), who is an internationally-awarded film director, photographer, visual artist and designer. Sander Plug, the man, is known for his conceptual approach, minimal aesthetics, exemplary craft, and also his smart humor, which he has applied to creative work for numerous luxury and fashion brands including Hermès, Vogue, Cos, and Campari, amongst many others. 

Longchamp’s campaign comprises films in which people interact with Le Pliage®️ to prove: “It is not a bag. It is Le Pliage®️.”

For example, in “Eco,” a discarded plastic bottle magically transforms into a more durable Le Pliage®, showing off the brand’s new sustainable collection. The film sheds a glamorous perspective on what it means to create and carry a recycled object. Sustainable is not an unsavory alternative to unsustainable. It is just as chic (and maybe even more chic) to take care of the Earth and look great while doing so. In “Gliding,” a man walks into frame with Le Pliage® Signature model and bends to slide it across an ice rink, as if it were a curling stone. In “Abstract Dance,” a group of people (all dressed and color-blocked in Longchamp’s ready-to-wear FW 2021 collection) do interpretive choreography, each while holding Le Pliage® – which becomes more like a dancing partner. In a clear demonstration of the brand’s overarching Parisian Spirit, “Croissant” compares the folding of Le Pliage® to the folding of a croissant. 

With 6 films suggesting Le Pliage®️ is not a bag, the 3 final films show Le Pliage®️ questioning what it really is. The tongue-in-cheek mini series is called: “Am I Not A Bag?” 

Longchamp, partnering with FRED & FARID Los Angeles, launches “It is not a bag. It is Le Pliage®.” the first campaign for its most iconic line, which was originally debuted in 1993.

- The first ever tagline and campaign for Longchamp’s most iconic line: “It is not a bag. It is Le Pliage®️.” – conceptualized by FRED & FARID Los Angeles.

- “It is not a bag. It is Le Pliage®️.” Encompassing nine brand films, and a series of print ads, directed and shot by internationally-awarded director, photographer, visual artist and designer Sander Plug for Longchamp.

Partnering with boutique creative network FRED & FARID, Longchamp – the iconic Parisian fashion house – is launching the first ad campaign for its most iconic line, Le Pliage®️.

Crafted with leather handles, a signature flap, colorful nylon – and now recycled fabric, within a new Pliage Green more durable collection – Le Pliage®️ is named after the French verb “to fold,” because it can be folded up and stowed away.

Inspired by origami, and a trip that Longchamp’s founder’s son Philippe Cassegrain took to Japan in the 90s, Le Pliage®️ was initially released in 1993… and instantly skyrocketed to fame.

Since then, it’s been sold around the world and carried by countless celebrities. Today, it is rumored to be found in every home in France. Whether for travel, or everyday wear, Le Pliage®️ is a must. Le Pliage®️ is a legend. Le Pliage®️ has become a design icon – because of its ingenuity, and its status as the first style to pair nylon and leather in a chic way (all for a surprisingly affordable price).

The new campaign was created under the line: “It is not a bag. It is Le Pliage®️.” (in French: “Ce n’est pas un sac. C’est Le Pliage®️.”)

The tagline was inspired by an insightful observation from Longchamp’s CEO Jean Cassegrain and Artistic Director Sophie Delefontaine, which is that: “Le Pliage®️ is not a bag. It is a concept.” Meaning it is a lifestyle – of adventure, movement and energy, that still remains elegant. Le Pliage®️ is representative of the desire to go places – to get things done – while simultaneously looking amazing. It is the perfect fusion of fashion and function. But there is no way that it is just a bag.

To bring “It is not a bag. It is Le Pliage®️.” to life, FRED & FARID partnered with the renowned Studio Sander Plug and its founder (of the same name), who is an internationally-awarded film director, photographer, visual artist and designer. Sander Plug, the man, is known for his conceptual approach, minimal aesthetics, exemplary craft, and also his smart humor, which he has applied to creative work for numerous luxury and fashion brands including Hermès, Vogue, Cos, and Campari, amongst many others.

Longchamp’s campaign comprises films in which people interact with Le Pliage®️ to prove: “It is not a bag. It is Le Pliage®️.”

For example, in “Eco,” a discarded plastic bottle magically transforms into a more durable Le Pliage®, showing off the brand’s new sustainable collection. The film sheds a glamorous perspective on what it means to create and carry a recycled object. Sustainable is not an unsavory alternative to unsustainable. It is just as chic (and maybe even more chic) to take care of the Earth and look great while doing so. In “Gliding,” a man walks into frame with Le Pliage® Signature model and bends to slide it across an ice rink, as if it were a curling stone. In “Abstract Dance,” a group of people (all dressed and color-blocked in Longchamp’s ready-to-wear FW 2021 collection) do interpretive choreography, each while holding Le Pliage® – which becomes more like a dancing partner. In a clear demonstration of the brand’s overarching Parisian Spirit, “Croissant” compares the folding of Le Pliage® to the folding of a croissant.

With 6 films suggesting Le Pliage®️ is not a bag, the 3 final films show Le Pliage®️ questioning what it really is. The tongue-in-cheek mini series is called: “Am I Not A Bag?”

Alongside the film campaign, Sander Plug and the team at FRED & FARID, developed a print campaign around the most iconic Le Pliage®️ characteristic — it’s ability to fold. With the line photographed and printed on pieces of paper, folded precisely where a Le Pliage®️ can be folded in real life, the print campaign is a paper demonstration / “how to” for folding Le Pliage®. 

The new campaign titled “Welcome To The New Cute,” encompassing nine brand films and print headlines, takes long-held perceptions of “cute”... and blows them wide open.

Narrated by 2x Longboard World Champion Kelia Moniz, a longform film begins with footage of female, ROXY board athletes being the traditional kind of “cute” – sweet, smiley and girly – and quickly juxtaposes it.

A snowboarder drops hundreds of feet down the face of a snowy mountain; a surfer rides a wave weighing 400 tons. “This is cute, too,” says Kelia in the voiceover.

Winning a world title – cute. Wiping out on a 30-foot barrel – cute. Losing a tooth for the sport – cuteeee!

With appearances from the likes of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright, the VO guides viewers through jaw-dropping clip after jaw-dropping clip, expanding what it means to be cute, and presenting the “new cute.” A fresh, badass, “upside down” interpretation of the term.

But badassery aside, sweetness is still A-OK. As Kelia narrates, “Cute is more than one thing, because we are more than one thing.”

“We were so happy to have Kelia as the voice of the campaign. She’s an incredible athlete and the absolute perfect representation for the new brand platform.” says Creative Director, Chelsea Steiger. 

Let's face it, living on Earth isn't so cool right now. We’re breathing under masks; locked down with no real human interaction; and all the things that give taste to life (like traveling, partying with friends, seeing live music, hugging) seem to be postponed forever. This “new normal” makes us all wonder what kind of future we will offer to the new generation, trapped in the midst of war, violence, pandemics, and pollution, on a planet that’s being ravaged by climate change.

The desire to escape to a kind of Eden – to discover unexplored lands and rebuild a better world – is so strong right now. “What if we run away from Earth and head to Mars?” seems to be the fantasy, as people’s mission to colonize the Red Planet is gaining momentum, and billions upon billions of dollars are being spent. On February 18th, NASA’s Perseverance rover is touching down on Mars, joining the U.A.E.’s Hope orbiter and China’s Tianwen-1 orbiter and rover duo, which also just arrived. Rovers for now, but humans are next… Elon Musk is “highly confident” that SpaceX will land humans on Mars by 2026.

This sounds like good news. But it’s only good news for those who are billionaires, or world leaders. Everybody else is simply out of luck.

A film created by FRED & FARID Los Angeles for Fridays For Future, Greta Thunberg’s global climate change movement, illuminates the irony of the fact that government-funded space programs and the world’s ultra-wealthy 1% are laser-focused on Mars… and yet, 99% of humans will never get to Mars. 99% of humans will have to stay on Earth.

Aptly named “1%,” the film is a satirical tourism ad for Mars. It excites viewers about the prospect of escaping to the Red Planet where there is “no war, no criminality, no pandemics, and no pollution” – only later to reveal the startling aforementioned truth, and a call-to-action, with the line: “And for the 99% of humans who will stay on Earth, we’d better fix climate change.” Fridays for Future reminds us: no one is swooping in to save us… we must save ourselves. We’d better fix climate change, we’d better take action, now. We simply have no choice. 

FRED & FARID Los Angeles comments: “We aimed to create a film in a retro-futuristic and propaganda genre that would be both provocative and impactful to highlight shocking data.” 

A new global brand platform and tagline titled: “très paris” [very paris] conceptualized by FRED & FARID Los Angeles.
A modern short film / music video for an iconic Parisian song, performed by French singer-songwriter Clara Luciani, and directed by Lope Serrano (aka CANADA).
‘il Est Cinq Heures, Paris S'éveille’

Longchamp, the iconic French handbag and fashion brand, was seeking a new agency partner. After considering relationships with a number of New York fashion shops, the brand selected FRED & FARID Los Angeles (AdAge Newcomer Agency of the Year) to become their Agency of Record.

Experts in luxury and digital, and natively Parisian, FRED & FARID group came to the table with a deep understanding of the importance and iconicity of Longchamp within Paris and France, and the insight that every French person has, at one point in their life, owned a Longchamp bag. Longchamp is deeply ingrained in French culture. It’s a symbol of understated elegance, quality, and innovation. It is a legend in Paris.

With FRED & FARID Los Angeles leading strategy and creative, and FRED & FARID Paris leading account management, the team conceptualized with an entirely new global brand platform and tagline titled: “très paris” [very paris]

The meaning behind this phrase is multi-tiered and multi-faceted. Firstly, “très paris” lays claim to Longchamp’s irrefutable cultural significance within Paris, and pays homage to its history as a brand that was founded in Paris 72 years ago. Beyond that, the tagline captures the inimitable spirit of Longchamp. It evokes not just Paris as a city, but Paris as an attitude.

Artistic Director Sophie Delafontaine said: "I had in mind a spontaneous, mobile, fluid woman, she rushes into life with independence and freedom. Faithful to her values, she has character, and cultivates her epicurean side without taking herself seriously.”

The agency also considered the fact that “Paris” as a word has equity. It stands for elegance, quality, and taste – attributes that also define Longchamp. The tagline will remain in French, even in non-French-speaking markets around the world. It’s a bold decision that evokes the very attitude it calls forth. To leave a tagline in French, for Americans and Chinese, is very “très paris.” It’s just the sort of thing a Longchamp girl would do.

To launch the platform and Longchamp’s Spring/Summer 2021 fashion collection, the agency came up with an idea to create a modern music video for an iconic Parisian song. A song as important to Paris as Longchamp the brand.

The team chose the famous hit “Il est cinq heures, Paris s'éveille”, (translation: It’s five o’clock, Paris is waking up”) by living pop legend Dutronc. Agency co-founders Fred & Farid said: “If you’ve never seen Paris waking up after a night out on the town, then you’ve never seen Paris. And that’s why this song touches every Parisian. It describes a universal experience that connects us all.”

To give it a fresh feel, Longchamp and the agency chose the voice of the french artist Clara Luciani to sing a new rendition of “Il est cinq heures, Paris s'éveille.”

The song ended up inspiring not just a music video, but a hybrid of a music video + narrative short film. Eight minutes in length, it tells the story of two girls who go on an adventure as Paris is waking up (or, as the song says, “Paris s'éveille”). Inspired by french cinema from the 60s, the narrative and tone of the film was meant to evoke a naive, light and fresh spirit. With the characters dressed in fashion from Longchamp’s SS21 collection, a plot twist occurs when the two girls’ matching Longchamp handbags – a style called the “Roseau” – are mistakenly swapped in a club.

Filled with more hidden layers, and smartly crafted references to the track, the film’s locations, scenes, and characters are poetic interpretations of Dutronc’s lyrics.

For example, a kitten in the film named “Blanche” is an allusion to the song verse: “Et la place Blanche a mauvaise mine...” When a moto driver reads a book titled “The Station And The Carcasse,” it illustrates the lyrics: “La gare n'est plus qu'une carcasse…” When a character says, “I have cold feet, ma belle,” it’s a nod to Dutronc’s: “La tour Eiffel a froid aux pieds…” So on and so forth. Sometimes you’re hearing the lyrics, other times you’re seeing the lyrics. The song carries and inspires the story throughout.

Directed by the genius Lope Serrano from the directing duo CANADA – renowned and awarded for their commercial spots, short films, and music videos (See Crème Caramel on Nowness). FRED & FARID Los Angeles’ creative director Chelsea Steiger: “Lope is one of the most visionary and passionate directors we’ve ever worked with in the agency. He’s setting a high bar for the next Longchamp campaign we’ll produce. The producer Oscar Romagosa and his team from CANADA are absolute rockstars, too.”

The film stars British actress and model, Amber Anderson, and one of France’s most promising up-and-coming actresses, Mathilde Ollivier. Lope said, “Mathilde plays a local girl, witty, warm, spontaneous, talkative, charmingly impulsive, mindlessly selfish, more innocent than you imagine for such a mischievous glance, living life more in the fast wheels of the present than in the uncertain plans of the future and certainly than in the boring leftovers of the past. To put it bluntly, Mathilde is a delightful and appealing mess. This is why she brings her beloved kitten Blanche with her all night long.

Amber is not strictly Mathilde’s reverse. She’s witty and independently hedonistic as well. But she’s more mysterious and cosmopolitan than Mathilde. Amber is subtly more sophisticated, gently snobby, sweetly perverse. She embodies somehow the spirit of a pioneering older sister: demanding at the beginning but sympathetic at the end.”

Serrano brought along his longtime DP and editor partners to collaborate on the project. He even drew a series of custom movie posters and illustrations that appear in the film and movie trailer – the latter of which borrows influences from the 1960s French New Wave film movement.

“The end of the film leaves viewers wondering: Is it a short film or a new kind of music video? Is it branding as entertainment, or entertainmentment as branding? No idea. That’s the idea.” say Fred & Farid. 

WEBTOON launches the 3rd installment of its, “Stories to Obsess Over” series shot remotely with FRED & FARID Los Angeles during continued Safer at Home restrictions. In this episode the team selected one of the platform’s most popular titles, Lore Olympus, featuring Sydney Sweeney portraying a modern take on the ancient Greek goddess of
Spring, Persephone. The film tells the story of a complex character, split between two stark sides of herself, the back and forth of every conflict.

One of WEBTOON’s most popular titles, Lore Olympus, has amassed a fandom of obsessed followers and even inspired the announcement of a collaboration to create an animated series with The Jim Henson Company . The artwork and contemporary storytelling by creator Rachel Smythe has inspired fans across the world to bring her colorful cool interpretations of legendary Greek gods and goddesses to life. On TikTok, Instagram, and fan forums across the web are manifesting their obsessions in full cosplay and bringing the characters to life. To honor this level of fan love, Sydney was fully transformed into the goddess, introducing a wink to the ultimate form of obsession to the series. Head-to-toe makeup by the renowned celebrity makeup artist Anthony H Nguyen, custom wigs by wig stylist Pamela Neal and colorist Naomi Knights, and a custom wardrobe by Mindy Le Brock came together to create two looks representing the duality of Persephone’s character, her sweet naivety at odds with a fierce confidence.

Creative is currently featured across digital and social media introducing new fans to WEBTOON’s diverse platform offering. WEBTOON was trending on TikTok this past weekend. 

Fred & Farid Los Angeles takes quarantine films to the next level for the world’s largest webcomic, WEBTOON

High-quality production, captured from the couch; Fred & Farid Los Angeles takes quarantine films to the next level for the world’s largest webcomic, WEBTOON

WEBTOON™ has become a cultural and global phenomenon, pioneering the distribution and consumption of web-based comics. With an average of 64+ million monthly active users, 16.5+ million of whom read daily, more people consume WEBTOON series than watch most television shows. WEBTOON features a broad and diverse catalog of content from all over the world -- including romance, thriller, fantasy, comedy and more. Launched stateside in 2014, WEBTOON has thousands of creator-owned series with episodes updating daily.

WEBTOON joined forces with Fred & Farid Los Angeles to take awareness of the service to new heights within the U.S. In the process of diving into the webcomics, the agency realized WEBTOON’s stories have the power to keep people glued to their screen. And agency members became obsessed (to put it lightly), ultimately inspiring the campaign line: STORIES TO OBSESS OVER.

The campaign to follow would feature celebrities in cinematic films, obsessing over WEBTOON. With the advent of the pandemic and quarantine – causing millions of people to remain at home, and attached to their screens – the campaign line and concept became even more relevant. Wanting to tap into this new norm, the team pivoted in order to capture the actors alone, in the confines of their homes – ultimately yielding a collection of films that are authentic, and reflective of the times.

For the first episode in this series of films, the agency tapped actress, Alia Shawkat, director / DP Kevin Phillips, and a team of video conferencing specialists to execute the creative.

Fred & Farid Los Angeles and the production company, Ways & Means, created a quarantine-adapted virtual “set” and “video village” which allowed clients, agency, crew, and talent to stay in constant communication throughout the whole process – from PPM to filming. A professional-grade camera, along with a sanitized “filmmaker kit,” were delivered to Alia’s home the day before the shoot. Pioneering technology allowed the agency and clients to virtually attend the shoot, and see exactly what was being captured – as if they were viewing a camera monitor in a traditional video village. Experts were on standby to troubleshoot technical issues while a camera assistant remotely controlled aperture and focus from miles away. "Craft services" were sent to clients via delivery service to maintain that “on-set” feeling. Even family members pitched in: Alia’s brother doubled as a production assistant, helping to move equipment from one setup to the next.

After the remote shoot, production delivered a Phantom camera, lighting equipment, and an assortment of props to director / DP Kevin Phillips’ home. With the goal of making the film feel as cinematic as possible, Kevin shot a number of slow-motion macro shots which were intercut with Alia’s dialogue in the final edits.

(Take a look at what went on behind-the-scenes here: https://youtu.be/Mf5-8AWivdw)

“There’s a solution to every problem! This new way of shooting remotely could re-shape the way creative work is done for the foreseeable future” says Chelsea Steiger, Creative Director on the project. “Now we know that we can pull-off a broadcast-quality production safely, without making sacrifices creatively.” 

THE BACKSTORY:

As the country was shutting down, the agency team conducted daily calls to understand the options that were left for production. In Los Angeles, 50 people would be allowed on set one day. Then, less than 10 the next. Eventually, the call came, announcing that production permits were canceled and non-essential employees were being asked to self-quarantine for the foreseeable future.

Rather than shut the doors and go home, Fred & Farid Los Angeles knew that this could be a new and exciting opportunity; one that would perfectly sync up with people’s behaviors during lockdown, and the app’s key offering. Recognizing that WEBTOON stories are precisely the sort of stories a person would binge – and obsess over – during quarantine, the team found a way to forge ahead to capture and launch the campaign while many people would still be at home.

Providing a game plan that would allow us to proceed safely – so we could deliver an original, Hollywood-level, live-action production during production shut-down – was another creative hurdle to jump. We realized this was more than a temporary stop-gap solution; this effort had the potential to pioneer a new way of approaching remote collaboration through the creative use of digital transformation. 

As we approach hurricane, flood and fire season in the US, the cascading disasters will only get worse. All of these things are connected and it’s more vital now than ever to continue this fight. The public wants a radical response to climate change with the same urgency as we're seeing for the coronavirus.

According to the IPCC (Intergovernmental Panel on Climate Change), we are less than 12 years away from not being able to undo our mistakes. In that time, unprecedented changes in all aspects of society need to take place, including a reduction of our CO2 emissions by at least 50%.

This new spot by LA based creative agency FF (founded by Fred & Farid) portrays a family in their morning routine acting as if everything was normal, despite fires burning all around their house. The campaign is inspired by the famous quote from Greta Thunberg, the founder of Fridays For Future. During her speech at the 2019 World Economic Forum in Davos she said : "I want you to act as if our house is on fire. Because it is”. At the same event the following year Greta Thunberg repeated her plea “Our house is still on fire and your inaction is fueling the flames by the hour.”

Joe Hobbs, Organizer at Fridays For Future US (fridaysforfuture.com): "We believe it's time people realize that climate change isn't going to happen, but that it's already happening. You may have become accustomed to it, but it's a serious problem we face on a daily basis. Unfortunately, we’ve moved past the time where it’s enough just to be worried. We need an immediate collective action. We hope that by watching this video people will realize they need to take action now, instead of putting it off until later”.

The “Our House Is On Fire” spot will also open an important digital event for Fridays For Future on April 24. The organization will launch an unprecedented 24 hour climate change livestream, featuring countries from all around the world.

Fred & Farid - FF’s Founders (ffcreative.com): “We are proud to work with Fridays For Future again on this project. This young and highly inspiring organization founded by visionary activist Greta Thunberg is making a huge impact and our agency is honored to help in any way that we can.”

For the film, FF partnered with Andrew Bruntel (Director) Ways & Means (Production), Exile (Edit) Method Studios (VFX) and Company 3 (Color) This film marks the second collaboration between FF and Fridays For Future. In 2019, they worked together to develop a local tourism campaign called "Local Warming”, revisiting vintage tourism posters from across the world, revealing what they would look like through the lens of today’s climate change reality

Chelsea Steiger, Creative Director at FF Los Angeles says: “It’s been an exciting year for FF LA to have the opportunity to build and develop the new ‘Keep It Human’ platform for HP Premium PC’s. Designed around the belief that humanity should lead technology, not the other way around, we felt it was a powerful and relevant way to help reintroduce HP to Gen Z. After launching with a series of successful films, we continued the story with our latest ‘Meant To Move’ — featuring cameos from top influencers like Bretman Rock. From there, we wanted to embrace Bretman's authentic personality in order to create a new type of unboxing video ‘a fabulous unboxing’ in a way that only Bretman Rock could! » 

L’association Un Rien C’est Tout, dont la mission est de développer des projets solidaires hébergés sous 4 grandes causes en collectant des dons lors des achats en ligne et en magasin, accessible et sans contrainte, dévoile une campagne de marque développée avec FF Los Angeles.

Fondée par Cécile Duffau en 2016 l’association à but non-lucratif propose aux clients de sites de e-commerce français de donner 1 euro (ou plus) en plus de leur achat en ligne.

Un Rien C’est Tout oeuvre ainsi pour diffuser la pratique du micro-don et pour sensibiliser les Français à cette façon de donner en soutenant quatre grandes causes : le droit à la dignité, l’enfance et l’éducation, la santé et l’environnement.

Un don 1 euro peut paraître anodin, mais additionné à des milliers d’autres dons, il peut changer des vies.

FF Los Angeles (agence créative fondée par Fred & Farid) a imaginé une campagne artistique utilisant le pointillisme pour illustrer l’impact qu’un simple euro peut avoir sur la vie d’une personne en situation de précarité : la force de cette technique picturale est de pouvoir faire émerger une image à partir d'un ensemble de points distincts qui s’additionnent sur une toile. 
C’est l’artiste espagnol Pablo Jurado Ruiz qui a été choisi pour créer les portraits de 3 personnes qui ont bénéficié de dons d’Un Rien C’est Tout : la campagne met en lumière Bernard, ancien SDF de 53 ans, Gwénola, 49 ans, en rémission du cancer et Murat, 21 ans, jeune tennisman handicapé à travers 3 portraits. 
Ces prints sont accompagnés d’un film qui dévoile les coulisses de la création des oeuvres porté par la voix de Vincent Lindon, un des parrains de l’association avec Marie Drucker et Antoine Griezmann.

Depuis sa création, l’association Un Rien C’est Tout s’appuie sur des partenaires tels que la Fnac, OuiSncf, CDiscount, Darty, La Redoute, AMPM, Carrefour, Nos Meilleures Courses,, BilletRéduc, Conforama, Marius Bernard, Worldline, Voneo, OGN Promotion, BNP Paribas Primrose Bordeaux mais aussi Kering, DLAPiper ou encore la Ville de Cannes, Mediatransports et JCDecaux, le Studio Be-poles. 

Despite scientific evidence, decades of diplomatic summits and repeated calls for action, some people still do not believe that climate change is real, and impacting us today. However, it seems that more people are willing to accept that change is afoot when confronted with it at a local level. 

Fridays For Future, the international movement of climate strikers led by Swedish activist Greta Thunberg, is launching a social campaign to raise public awareness about local warming. Leveraging the fact that more people seem to care when the impacts are felt closer to home, Fridays for Future is bringing awareness to climate change’s local impact and empowering people to act within their own communities. In order to achieve this, the organization is launching a local tourism campaign developed in partnership with FF Los Angeles (the creative agency founded by Fred & Farid) that reimagines how vintage tourism posters from across the globe would look under today's climate change realities. 

Over the past two decades, the growing impact of climate change has become undeniable to both seasoned scientists as well as casual observers. The intensification of fires, hurricanes, tornadoes, floods and droughts can all be tied back to the warming of both the air and ocean. These new realities can have an astounding array of consequences for billions of people around the globe, as well as harm the planet’s biodiversity. Humanity’s future existence likely hinges on our ability to take action to address climate change, and Fridays for Future hopes that awareness of the local impact will drive people to make change.

ONE NOTE PRELUDE composition, a project developed with FF Los Angeles (creative agency founded by Fred & Farid ffcreative.com), is a pioneering project that brings together a renowned Jazz composer and advanced robotics to create a performance. When two LOUIS XIII cognac glasses are clinked together to make a toast, they produce a very specific sound – a clear, extended G-sharp note. ONE NOTE PRELUDE composition explores the multi-faceted nature of this distinctive sound with a specially commissioned piece of music written by the Paris-based Israeli pianist Yaron Herman, who composed a one-note symphony using only G-sharp. 

“The symphony has a complex simplicity. It’s just one note, but with many dimensions – and many revelations. The idea that one note, like one drop of LOUIS XIII, can evolve over time and reveal itself was something that I found fascinating” says Yaron Herman.

One note, as a drop, offering many dimensions and revelations 

“This offers a perfect parallel for the long-lasting flavour of a single drop of LOUIS XIII cognac, which lasts for up to one hour on the palate” adds Ludovic du Plessis, LOUIS XIII Global Executive Director. The one-of-a-kind piece written by Yaron Herman begins with a single piano note, which cleverly draws you in. The piano is then joined by a string quartet playing the same note, but at different octaves and using contrasting rhythms, the individual instruments adding texture, structure and harmony to the composition. A violin provides the main melody, while a second violin and a viola add colour and harmony. A cello adds a rhythmic bass line, bringing structure to the melody, which rises to a crescendo. 

As of April 2020, the unique robots’ arms will be displayed in the LOUIS XIII Boutiques first in Singapore, Beijing and Xi’an then will travel the world.