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Responses by FRED & FARID.

Background: The legendary French cruise company Ponant introduces its new vessel Le Commandant-Charcot (“Commander Charcot” in English) to the world. Named for French polar scientist Jean-Baptiste Charcot, Le Commandant-Charcot travels to the North and South Poles. FRED & FARID Los Angeles imagined a campaign that reinvents the genre of the cruise category with the film “The North Pole, the South Pole, and You,” which celebrates the emotional benefit—almost the soul benefit—over the functional one. Traveling on Le Commandant-Charcot is an experience whose magic transforms man. This never-before-seen luxury cruise embodies the luxe à la française (“French luxury” in English) throughout the journey.

Design thinking: The campaign written by FRED & FARID Los Angeles pays tribute to the magnificence of the landscapes and the knowledge, science and wisdom these extreme destinations naturally convey and inspire.

Challenges: Making sure we were true to the destinations. FRED & FARID Los Angeles worked closely with Ponant’s naturalists, explorers and scientists to define and check the language and imagery.

New lessons: Experiencing the magnetic poles is an excellent reminder of our place in the galaxy. We always forget that our blue spaceship rotates at a speed of 1,000 miles per hour, orbiting around the Sun at a speed of 67,000 miles per hour, traveling about 1.6 million miles a day. We thought of Le Commandant-Charcot as a spaceship on Earth.

Favorite details: A cruise on Le Commandant-Charcot is a journey to the last frontiers on our planet, places only a few explorers had the chance to visit. It’s a journey that changes people and opens eyes. We made the bold choice not to show the boat in the spot but instead to picture the life-changing experience of visiting the poles: the you in “The North Pole, The South Pole, and You.” This helps the spot develop a stronger emotional connection with the viewer.

Visual influences: The storytelling direction was inspired by this quote from Charcot’s writing: “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.”

The visual direction is fueled with NASA 3-D scans for the space, constellations and glaciers sequence. We also had access to the incredible video archives of Ponant, which cover years of expeditions to the poles.

fredfarid.com/location/ff-la

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