Creativity 50 2015

Creativity 50 2015: Frédéric Raillard and Farid Mokart

Founders, Chief Creative Officers, Fred & Farid

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Frédéric Raillard and Farid Mokart
Frédéric Raillard and Farid Mokart  Credit: Courtesy Fred & Farid

If one campaign this year sums up the weird brilliance of Fred & Farid, it's the agency's work for Louis XIII cognac. The luxury liquor takes 100 years to age, so the shop recruited actor John Malkovich and director Robert Rodriguez to make a film that is now locked away in a safe, not to be seen for a century.

Longtime creative duo Frédéric Raillard and Farid Mokart founded Fred & Farid in Paris in 2007. Mr. Mokart continues to lead great work from Paris, while Mr. Raillard brought the duo's glam-tinged French irreverence to China, with help from talented China-born creative Feng Huang. The shop has quickly found a place among the country's hot agencies; its public service spot was one of three picked for the annual TV gala on the eve of Chinese New Year, with viewership greater than the Super Bowl. The agency also has opened a New York outpost, which created the cognac work.

For a few weeks each year, Mr. Raillard and Mr. Mokart reunite for classes at Harvard Business School, because they're two creative guys who suddenly have an international company to run.

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