Campaign SpotlightPress Release

Campaign Spotlight: Louis XIII Cognac and Fred & Farid Los Angeles urge people to believe in time

LOS ANGELES, USA — Time is the raw material of liquor brand LOUIS XIII Cognac. Following “100 Years,” a two-part creative campaign rooted in film and music, LOUIS XIII continues to express its unique relation to Time by paying tribute to Mother Earth in this latest project: Believe in Time. The film is led by GRAMMY award-winning singer, songwriter, and visual artist Solange Knowles, who also composed an original piece of music for the project, in collaboration with Chinese couture designer Guo Pei, and French-Senegalese Cannes Festival’s Grand Prix-winning director Mati Diop (“Atlantics”).

LOUIS XIII Cognac is delighted to collaborate with these three iconic female artists who are all changemakers in their respective fields. They worked together to bring the concept, Believe in Time, to life. As a result, the campaign stands as a meeting point: it’s the convergence of individuals, artistic visions, creative fields, and cultures.


With the announcement of the project, Solange Knowles said, “Time and space are really at the foundation of my expressions. I’m a strong believer that the space and time surrounding our work are just as important as the work itself, and world-making has been a part of my practice for quite some time now. These ideas align with what is being expressed in LOUIS XIII’s creation, Believe in Time. The question of time is always in my container of consciousness while creating. In most of my own work, whether it be music, film, or sculpture, I try to give thought on how future generations will discover it; and so, to be aligned on these ideas gave me great interest in the type of projects LOUIS XIII has been creating. I’ve been a huge fan of Mati Diop’s ‘Atlantics,’ and Guo Pei’s incredible craftsmanship and jumped at the conversations to collaborate with them. Being able to bring all of these facets of creation by composing an original musical score really brought this project to life.”

Ornamented in Guo Pei’s piece of art, and incarnated by Solange, Mother Earth is the perfect embodiment of what time is able to create over the centuries. It took more than two years for the Chinese Couture artist to imagine and create Mother Earth’s garment, sourcing the most precious fabrics, rocks, and metals, and using Chinese ancestral techniques for the embroideries.

“I aim to create heirlooms to be handed down from one generation to the next. With posterity in mind, I picture my creations as eternal, and precious objects that will connect our present with the future,” shared Guo Pei.

The film, imagined and developed by award-winning creative agency FRED & FARID Los Angeles, reminds us of the human being’s place in the universe, and the infinite time it takes for great things to happen. It takes the audience through the birth of the universe, the time it took for the Himalayas to be formed, the time for humans to stand up and control the use of fire, the time it took to fly, and the age of the oldest tree on earth “Methuselah.” Solange’s music gives pace to this narrative.

Mati Diop and Solange Knowles spoke extensively about creating an artistic film that celebrated the process- Solange 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 flourishes, culminates, and embodies the feminine spirit of Mother Earth. With this artistic creation, LOUIS XIII cognac reaffirms its commitment to craftsmanship, quality, beauty, and human-made creations. In an accelerating, frenetic, impatient period of time where everyone is trapped in scaling up, industrializing, and mass producing, LOUIS XIII strongly believes in the opposite, quality over quantity. Time over instant gratification. Slow pace over precipitation, such as Mother Earth, is a perfect illustration of those values.

The Believe in Time project marks seven years of successful collaboration between LOUIS XIII and FRED & FARID.


Brand Leonardo Ferracina, LOUIS XIII Executive Director
Brand Alix de Boisset, LOUIS XIII Communication Director
Brand Ingrid Gnanadicom, LOUIS XIII Head of Digital Communications
Brand Andréa Foraison, LOUIS XIII Global Communication Manager

Agency: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Agency Art Director: Radouane Guissi, Bridget Callahan
Agency Junior Copywriter: Ciana Alessi
Executive Producer: Amanda Van Caneghem
Business Director: Peter Jacobs
Legal: Veronique Hassid, Regan McCrohon-Hoff

Production Co: DIVISION
Director: Mati Diop
Executive Producers: Laure Salgon & Jules de Chateleux
Production Service Co: TwentyfourSeven
Executive Producer: Oriol Rodriguez
Producer: Aurelie Bruneau
Production Coordinator: Marie Mezeray
DOP: Olivier Gossot
Makeup Lead: Miguel Ramos
Hair Lead: Evanie Frausto
Styling Lead: Kyle Luu
Stylist: Ana Murillas
Production Designer: Marie Lanna
Choreographer/Movement Director: Maya Alexis
Photographer: Renell Medranao
BTS Video & Stills: Manuel Obadia-Wills

Head of Post production: Clémence Cuvelier
Lead Editors: Adriana Legay, Stephane Peirrera
Supporting Editors: Roxane Faure Huet, Zoé Sassier, Elodie Fouqueau, Lola Bongiovanni
Supporting Writer: Katie Dailey
Colorist: Arthur Paux
Fluids Filmmaker: Chris Parks
Sound House: Kouz
Sound Producer: Grégoire Couzinier
Sound Studio Manager: Brunot Porret
Music Supervisor: Marine Sellem
Office Manager: Nathalie Catanzano

VFX & Online: Mikros MPC
Executive Producer: Fabrice Damolini
VFX Supervisor: Jeremy Wulff
VFX Producer: Benjamin Cathala
Editors Montage: Adriana Legay, Stéphane Perreira
Assistant Montage: Antoine Zimer, Chloe Charrier, Julie Rigaud
Color Grading: Arthur Paux
Assistant Color: Loic Lavaux

Concept Art: Nathan Lucas
Matte Painting: Francois Belliart, Lea Gonzales
Motion Design: Jeremy Wulff, Manon Baillet, Max Loriot
Lightning, Compositing: Marouan El Bekri, Randy Gudin, Jérôme Auliac
Asset Maker: Alex Corcoy
Flame: Sébastien Kremer
Music Composer & Score: Solange

Beijing Shoot:
Production Co: Beijing Eye
Executive Producer: Sasha Alderson
DOP Zhihan Zhang // Hans Zhang
Photographer: CheYan Kim

Partner with adobo Magazine

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