Press Releases - FRED & FARID Los Angeles - FRED & FARID Los Angeles Press Releases at en-us Copyright 2021 Fridays For Future unveils “1%” a satirical tourism ad for Mars by FRED & FARID Los Angeles Why are we spending billions to go to Mars when we can use these funds to rebuild the Earth? In anticipation of the February 18th arrival of NASA's Perseverance Rover on Mars, Fridays For Future unveils “1%” – a satirical tourism ad for Mars, developed with FRED & FARID Los Angeles, to awaken the 99% of humans who will have to stay on Earth. 

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.” 

2021-02-17 00:00:00
OPPO launches with FRED & FARID Los Angeles 'Look for the good #LivelyTogether' an uplifting Holiday campaign A film directed by Bob Jeusette encourages all of us to look to the bright side of 2020 highlighting the real stories of real people to spread the brand’s positive spirit and connect closer with audiences in different European countries.

Everyone agrees, 2020 has been a tough year, but OPPO, one of the world’s leading smart device manufacturers and innovators, believes there is also some good to take away. “2020? The worst... but in the end, maybe it wasn’t such a bad year after all?

2020 forced us to grow up faster than expected in such a short amount of time. The lockdown established in most countries of the world gave the opportunity for many people to have extra time on their hands. Sometimes they were able to focus on self-care to improve their mental and physical health, set up new routines, and/or finally start those meaningful projects that had been postponed for years. 

For the the launch of the new Reno4 lite in Europe, OPPO unveiled “Look for the good #LivelyTogether” a positive global campaign developed by OPPO and FRED & FARID Los Angeles to spread the brand’s positive spirit and connect closer to audiences in Eastern Europe.

 For this European campaign from OPPO, the agency found a common insight of resilience & hope across different countries during this special holiday season: the idea was to recall that despite such a difficult time, some good things have happened throughout the year.

The agency commented : “Being based in Los Angeles, we found it very exciting and modern to work for a global tech giant, based in Dongguan (China), for the European market. This shows how our industry has become global.”

Directed by Bob Jeusette (Imposter), the campaign shot in a studio in Kiev, Ukraine, features many real people on colorful backgrounds telling their uplifting stories, from little to big milestones, new hobbies and exploration, to new pets, relationships, and even growing families. With a pleasant dose of reality, the campaign is a welcome twist on a traditional holiday theme.


The agency commented : “It’s the end of a very difficult year, probably the most difficult year we’ve been through. We wanted to get real human reactions, and focus on the positive. Because if you dig a bit into what happened in people’s life in 2020, you can still find some positive.”

2020 is definitely a transformative year that will mark our lives for many reasons - as we are all aware of the all serious consequences of this pandemic, we can also look back and list the positive things that have paved the way.

2020-12-03 00:00:00
LONGCHAMP launches with FRED & FARID Los Angeles their new global brand plateform ‘très paris’ With an 8 minute short film / music video inspired by the iconic 60s French track ‘Il est cinq heures, Paris s'éveille’ (a song by Dutronc, Lanzmann & Segalen)

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. 

2020-11-17 00:00:00
The WEBTOON Quarantine Obsession Continues – This Time with Sydney Sweeney A campaign by FRED & FARID Los Angeles: Classic greek story, turned teenage drama. WEBTOON creates a campaign for its “Lore Olympus” series, starring the queen of teenage drama, Sydney Sweeney. 

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. 

2020-10-16 00:00:00
WEBTOON rides the quarantine baking trend with a new campaign for its “Cursed Princess Club” series. WEBTOON launches the 2nd 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 selected title is, Cursed Princess Club, featuring Kimkio Glenn portraying a modern, empowered take on what it means to be a storybook princess. Creative will be featured across digital and social media introducing new fans to WEBTOON’s diverse platform offering. 

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. 
2020-09-15 00:00:00
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 

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:

“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.” 


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. 

2020-08-11 00:00:00
FOR EARTH DAY (APRIL 22), GRETA THUNBERG’S CLIMATE ORGANIZATION FRIDAYS FOR FUTURE LAUNCHES “OUR HOUSE IS ON FIRE”, BY LOS ANGELES CREATIVE AGENCY FF As the world stays home to stop the spread of coronavirus, we have seen a temporary decrease in carbon emissions. Meanwhile, government agencies seeking to quickly jumpstart the economy will work to further reduce regulations, clearing the way for polluters to destroy the delicate balance of the Earth. Scientists have long voiced concerns that climate change does not just impact the environment, but also our health by increasing rates of infectious disease. Until we address the issue of climate change on a global scale — we’ll be facing new and more damaging pandemics for years to come.

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 ( "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 ( “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

2020-04-22 00:00:00
HP and FF Los Angeles present "The Most Fabulous" Unboxing with Bretman Rock On the heels of HP’s “Keep It Human” Back to School campaign, which speaks to the role technology plays in Gen Z’s daily lives and addresses the appeals and problems that 18 to 24 year-olds have with their devices, HP and FF Los Angeles developed the next chapter that features HP’s Spectre x360 13. The initial launch of “Meant to Move” featured some very recognizable influencer talent, conveying the idea that driven youth are constantly on the go and don’t need anything cumbersome slowing them down. This then culminated in “The Most Fabulous Unboxing,” a video from social media influencer, Bretman Rock. Known for his signature spinning of random items on his fingers -- from pillows and now laptops, Bretman Rock [@BretmanRock] unboxes his Spectre x360 13, manifesting his ability to be his most “fabulous self.”

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! » 

2020-02-05 00:00:00
Un Rien C’est Tout - Voilà ce qu’on peut faire avec 25 000 petits gestes 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. 

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. 

2020-01-23 00:00:00
Fridays for Future Launches a local tourism campaign to raise awareness on Climate Change Campaign spearheaded by FF Los Angeles shines a spotlight on local impact of climate change 

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.

2019-12-19 00:00:00

ONE NOTE PRELUDE composition, a project developed with FF Los Angeles (creative agency founded by Fred & Farid, 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. 

2019-11-27 00:00:00