Solange calls time
LOUIS XIII cognac releases a heady campaign created by Fred & Farid LA and the GRAMMY Award-winning singer/songwriter that muses on temporal concerns.
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Credits
powered by
- Agency Fred & Farid/Los Angeles
- Production Company Division/France
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Credits
powered by
- Agency Fred & Farid/Los Angeles
- Production Company Division/France
- Chief Creative Officer Fred & Farid
- Creative Director Nicolas Berthier
- Art Director Radouane Guissi
- Art Director Bridget Callahan
- Executive Producer Amanda Van Caneghem
- Executive Producer Jules De Chateleux
- Producer Aurelie Bruneau
- Production Services Twenty Four Seven/Santiago
- Sound Design Kouz Production
- Producer Gregoire Couzinier
- VFX/Online Company Mikros Animation/Paris
- Executive Producer Fabrice Damolini
- VFX/Online Company The Mill/Paris
- Executive Producer Laure Salgon
- Executive Producer Oriol Rodriguez
- DP Olivier Gossot
- Production Designer Marie Lanna
- Head of Post Production Clemence Cuvelier
- Editor Adriana Legay
- Editor Stephane Pereira
- Supporting Editor Elodie Fouqueau
- Colorist Arthur Paux
- DP - Fluids Chris Parks
- VFX Supervisor Jeremy Wulff
- Montage Editor Adriana Legay
Credits
powered by
- Agency Fred & Farid/Los Angeles
- Production Company Division/France
- Chief Creative Officer Fred & Farid
- Creative Director Nicolas Berthier
- Art Director Radouane Guissi
- Art Director Bridget Callahan
- Executive Producer Amanda Van Caneghem
- Executive Producer Jules De Chateleux
- Producer Aurelie Bruneau
- Production Services Twenty Four Seven/Santiago
- Sound Design Kouz Production
- Producer Gregoire Couzinier
- VFX/Online Company Mikros Animation/Paris
- Executive Producer Fabrice Damolini
- VFX/Online Company The Mill/Paris
- Executive Producer Laure Salgon
- Executive Producer Oriol Rodriguez
- DP Olivier Gossot
- Production Designer Marie Lanna
- Head of Post Production Clemence Cuvelier
- Editor Adriana Legay
- Editor Stephane Pereira
- Supporting Editor Elodie Fouqueau
- Colorist Arthur Paux
- DP - Fluids Chris Parks
- VFX Supervisor Jeremy Wulff
- Montage Editor Adriana Legay
This epic and lavishly loopy spot titled Believe In Time is a collaboration between three talented female artists – Solange Knowles, Chinese couture designer Guo Pei and Cannes Festival's Grand Prix-winning director Mati Diop.
Produced by Division, France, it features an extraordinary original piece of music composed for the project by Knowles.
Continuing the brand’s exploration of time, the spot explores human's place in the universe, and the infinite time it takes for great things to happen, such as a classy tipple that takes a while to reach maturity.
The ad starts at 13 billion years ago and romps along exploring such things as the eons it took for the Himalayas to be formed and the age of the oldest tree on earth. It ends with an eye-popping psychedelic sequence and a surprise levitation.
Mati Diop and Solange Knowles spoke extensively about creating an artistic film that celebrated the process, with Knowles honing in on all the ways it could be interpreted sonically. The featured original track was built in real time: starting with one instrument, adding another layer, building upon all of the sonics and textures, the process building up to the larger idea that culminates in a celebration of the feminine spirit of Mother Earth.
