Fred. Olsen unveils AI-led cruise ads with digital twin

Fred. Olsen Cruise Lines has launched a multi-platform advertising campaign combining live action, CGI, photography and generative AI, alongside what the company describes as the world's largest AI digital twin created for a single object.

The campaign runs across national television, radio, print, digital and trade channels, and includes bespoke idents for Channel 4's Escapism programming blocks as part of a year-long sponsorship.

Fred. Olsen partnered with creative production studio nmatic.ai, with the companies describing the production approach as "Hybrid AI" - blending human-led production disciplines with generative AI workflows.

Hybrid production

The television commercial was directed by Jonathan Jones, a five-time Emmy Award-winning director. It follows a "Chief Alchemist" character who places ingredients associated with "The Fred. Olsen feeling" into a miniature ship in a bottle, before transitioning to full-scale scenes of guests onboard a Fred. Olsen vessel.

The production combines live action, CGI and AI, with real people appearing on screen. AI was integrated both within live-action shots and across the creative processes used to produce film and still imagery.

"Our aim with this campaign was simple, to bring to life the distinctive feeling our guests associate with sailing with Fred. Olsen," said Holly Goddard, Head of Brand, Fred. Olsen Cruise Lines.

"By combining thoughtful storytelling with new creative technologies, we've been able to explore fresh ways of bringing that feeling to life, while staying true to who we are as a brand. It reflects the many elements that come together to create a Fred. Olsen cruise, and celebrates the feeling that keeps our guests coming back."

A central element of the campaign is an AI digital twin of a Fred. Olsen cruise ship created by nmatic.ai. The digital twin is a virtual replica of a physical asset built using AI and simulation technologies.

The asset allows the same ship to be placed into multiple locations and settings, from the Arctic Ocean to the Caribbean. The approach is intended to streamline future content planning and enable reuse across multiple campaign executions.

The companies also outlined claimed production efficiencies from the Hybrid AI model, saying it can deliver content up to five times faster than traditional methods, depending on the use case and mix of techniques. In some cases, savings of up to 70% were reported.

Generative AI continues to spread across marketing production, as brands explore new approaches to video and still-asset creation. According to figures cited by the Interactive Advertising Bureau, 30% of digital video advertisements in the US and European markets currently use generative AI. That figure is projected to rise to 39% by 2026, with smaller and mid-sized brands adopting faster than larger organisations.

Fred. Olsen and nmatic.ai positioned Hybrid AI as a way for smaller brands to access a wider range of creative outputs, while also supporting larger brands seeking reusable production assets across channels.

"It was a real pleasure to produce this work with Hybrid AI workflows. Our aim was to use the right tool for the right part of the shoot, and our approach sees live action, CGI and AI interwoven subtly throughout the films and the stills," said Nick Price, Founder and CEO, nmatic.ai.

"For us, this demonstrates that Gen AI has a powerful role to play in larger productions, where it complements and facilitates, but doesn't seek to replace. This is the future of production."

The campaign concept was developed by Blunt House, which describes itself as a collaboration of senior strategists, creatives and partners. Fred. Olsen said the campaign also includes hybrid AI print photography alongside video.

nmatic.ai said it has produced more than 250,000 AI-powered images and videos since launching in March 2024, and has worked with brands including Dyson, Warner Brothers, Unilever, Investec, Sonova and Merck & Co across sectors such as entertainment, advertising, food and beverage, pharmaceuticals and banking.

Fred. Olsen operates a fleet that includes Bolette, Borealis and Balmoral, focusing on smaller ships and itinerary-led cruising. Its sailings cover destinations including the Norwegian Fjords, the Mediterranean, Northern Europe, the Canary Islands and the Caribbean.