The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By John Glenday | Reporter

March 3, 2022 | 2 min read

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.

Part of the Remy Cointreau group, Louis XIII recently appointed digital experience agency Isobar to lead the design and development of its dedicated e-commerce platform.

Creative Ad of the Day Drink

More from Creative

View all