The Drum | 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.
Press March 23, 2022

‘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.

“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.”
Guo Pei, Fashion Designer

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.

“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.”
Solange Knowles, Singer

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.

With VFX at The Mill. Discover the full article on The Drum. Want to know more? Get in touch with our studio in Paris or to talk about a potential project.