Fred & Farid’s West Coast outpost has carved a niche for itself with a strong focus on work for good.
Fred & Farid Los Angeles won clients across the board as it focused on work for good
French Co-Founder Fred Raillard moved to Los Angeles three years ago to open the 10-person agency, which dedicates a quarter of its time to nonprofit organizations, including advocacy for LGBT+ inclusion groups. It has already worked on 11 campaigns addressing sustainability and conservation for the likes of Sea Shepherd and Greta Thunberg’s Fridays for Future organization. For the latter, in 2021 Fred & Farid created a powerful spot that illustrates society’s denial about the climate crisis with a metaphor that's literally hard-hitting: a man running into a wall.
The ad garnered more than 1.5 million views and raised awareness as Fridays for Future called for its Global Climate Strike last September.
The agency is not, however, just about pro bono work. It grew its revenue from $4.5 million to $4.8 million from 2020 to 2021, as it notched wins from clients including Heineken, NBC’s Peacock and Ladder Insurance.
To launch Heineken’s Edelweiss wheat beer, Fred & Farid created “Feel the Alps,” a sensorial campaign shot entirely in the real conditions of the European Alps that resulted in a 96% awareness boost for the brand. And for Ladder, it employed dark humor to raise awareness with its first campaign “Life Insurance So Good, They’re Gonna Want You Dead.” One film featured a dad arriving home from work to find that the house has been booby-trapped by his wife, son, daughter—and even his dog.
Although it's based in L.A, the office is optional at Fred & Farid. Its team can choose to be fully remote or to work together in an available space. Partners get real shares, rather than stock options—and the indie shop says it has refused to sell out several times.