Fred Raillard and Farid Mokart, better known as Fred & Farid, the French team that tore a creative swath across Europe before moving to San Francisco and Goodby, Silverstein in 2002, finally have something distinctly unusual to show for their Stateside efforts: an international Pony print/poster/outdoor campaign that looks like it came from the twisted soul of a funky foot freak like Quentin Tarantino. Besides the fact that the work will run in 120 countries, hence it has to be "universal," as they put it, the duo explains their no-tag idea thus: After a visit to the client, "we were amazed by the creativity of the Pony footwear designers. Those guys surprised us with the way they saw the feet. So we decided to surprise them with the way we saw the feet, too." Well, no doubt you managed to do just that, fellas. And here's Fred & Farid on the condom-on-the-toe ad: "The foot fucking has a great future. It's becoming the number one sexual custom in America. We have an enormous respect for the big toes." We can't wait till Uma Thurman becomes the official Pony girl.
Client: Pony Agency: Goodby, Silverstein & Partners CD: Rich Silverstein CWs: Fred & Farid ADs: Fred & Farid, Claude Shade Agency Producer: Max Fallon Photographer: Sacha Waldman Retouching: One Color