Ad of the Day: Solange Knowles stars in cognac ad embodying the spirit of Mother Earth
Cognac brand Louis XIII has visualized the passage of time with a luxurious depiction of Mother Earth.
‘Believe in Time’ is a short film marrying images and sound crafted by three female artists: Chinese couture designer Guo Pei; French-Senegalese Cannes Festival Grand Prix-winning director Mati Diop; and singer, songwriter and visual artist Solange Knowles.
Together the artists have brought the high-minded concept to life through a combination of art, creativity and culture.
Time was no object for the creative trio, with Pei laboring for over two years to assemble a suitably natural dress for Mother Earth to wear, using only the most precious fabrics encrusted with rock and metal.
Pei said: “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.”
Led by LA-based creative agency Fred & Farid, the extravagant production seeks to ground viewers within the universe by opening their eyes to the great expanse of time that stretches beyond our own brief lives.
Knowles added: “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.“
Sound is a crucial element in conveying these concepts, with Knowles adding a sonic flourish to proceedings that sees the musical accompaniment build with time, adding one instrument upon another to reach its crescendo.