First-of-its-kind campaign fuses human-led craft with Generative AI to create industry-first content
Today,Fred. Olsen Cruise Lines has unveiled an industry-first, multi-platform digital advertising campaign created using Hybrid AI, the fusion of human-led creative disciplines including live action, CGI and photography, with cutting-edge generative AI, and featuring the world’s largest AI digital twin for a single object. The campaign sets a new benchmark for innovation in the travel and cruise industry.
The new campaign seeks to differentiate Fred. Olsen from its competitors by establishing an emotional connection with the audience by communicating the feeling you get when you cruise with Fred. Olsen.
Production partner nmatic.ai, one of the world’s first Hybrid AI creative production studios, opened up new possibilities for Fred. Olsen in the delivery of the campaign, which included everything from an industry-first TV commercial through to hybrid AI print photography.
The commercial, directed by five-time Emmy Award-winning director, Jonathan Jones, follows Fred. Olsen’s ‘Chief Alchemist’ who infuses the ingredients that create ‘The Fred. Olsen feeling’ into a miniature ship in a bottle. The story transitions to the real world, showing guests enjoying the feeling of sailing with Fred. Olsen.
The campaign sets a new benchmark for innovation in the travel and cruise industry through its use of Hybrid AI technology. The Hybrid AI technology fuses film, photography, CGI, art direction and storytelling with the speed, scale, and iterative power of Generative AI. nmatic.ai’s hybrid AI approach enhances human craft rather than replacing it, and all humans who feature in the latest film are real.
This campaign differs from anything else on the market through its unique application of AI integrated within live-action shots, the creative processes that underpin it, and the debut of the world’s largest AI digital twin created for a single object.
Hybrid AI has the potential to produce content both significantly faster and significantly more cost-effectively than traditional methods where AI is used to complement creative processes rather than replace them. Dependent on the use case and the blend of traditional and AI methodologies, this can deliver work up to five times faster while also driving savings of up to 70%.
The new campaign debuts the world’s largest AI digital twin for a single object – a Fred. Olsen cruise ship – created by nmatic.ai. A digital twin is a virtual replica of a physical asset that is made using AI and advanced simulation technologies. For Fred. Olsen, this digital twin opens up new possibilities, enabling the cruise ship to be reused and modelled across different destinations from the Arctic Ocean to the Caribbean, supporting more flexible planning and cost-effective campaigns in the future.
According to the Interactive Advertising Bureau (IAB), 30% of digital video advertisements in the US and European markets currently use Generative AI. This figure is projected to rise to 39% in 2026, with smaller and mid-sized brands adopting faster than larger ones.1
nmatic.ai’s Hybrid AI approach to production helps empower small and medium sized enterprises (SMEs) to compete in entertainment and marketing in a new way, whilst larger organisations such as Fred. Olsen, can now approach creative work in ways that drive longevity, sustainability and more cost-effective outcomes without impacting quality.
The Fred. Olsen campaign concept was created by Blunt House, a collaboration of senior strategists, creatives and partners with years of experience shaping leading UK and global brands.
The campaign premiered in a television commercial broadcast during prime time onChristmas Day on ITV1 and will air on national television until the end of February 2026. The campaign is also running across national television, radio, print, digital and trade advertising and will feature in bespoke idents for Channel 4’s Escapism programming blocks as part of a year-long sponsorship.
Commenting on the unveiling of the campaign, Holly Goddard, Head of Brand at Fred. Olsen Cruise Lines, said: “Our aim with this campaign was simple, to bring to life the distinctive feeling our guests associate with sailing with Fred. Olsen. 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.”
Nick Price, Founder and CEO of nmatic.ai, added: “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. 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.” Since its launch in March 2024, nmatic.ai has produced over a quarter of a million AI-powered images and videos for different sectors including entertainment, advertising, F&B, pharmaceuticals and banks. The company works with global brands including Dyson, Warner Brothers, Unilever, Investec, Sonova and Merck & Co, as well as ambitious emerging businesses, to deliver high-end visual and audio content with a level of speed and scale that challenges the industry’s economics.
About nmatic.ai
nmatic.ai is one of the world’s first hybrid AI creative production studios. The company fuses Generative AI with world-class human craft to produce premium content faster, smarter, more sustainably, and more affordably than traditional methods.
Their philosophy is simple: AI should amplify human creativity, not replace it.
The company works with global brands including Dyson, Warner Brothers, Unilever, Investec, Sonova, Samsung and Merck & Co, as well as ambitious emerging businesses, to deliver high-end visual and audio content with a level of speed and scale that challenges the industry’s economics.
The company delivers end-to-end creative production for all types of campaign content, including film, TV, stills, photography, and social media. Their model is all about infusing traditional craft through an AI-first lens. Since launch, the studio has produced over a quarter of a million AI-powered images and videos – all built on a hybrid pipeline that merges Generative AI with traditional craft.
About Fred. Olsen Cruise Lines
Fred. Olsen Cruise Lines is a leading UK-based cruise operator, renowned for its smaller-sized ships, personal service, and hand-crafted itineraries. The fleet – Bolette, Borealis, and Balmoral – offers guests an intimate, flexible, and enriching cruise experience, visiting destinations around the world, including the Norwegian Fjords, Mediterranean, Northern Europe, the Canary Islands, and the Caribbean. On board, guests enjoy a warm, welcoming atmosphere, attentive service, and a range of activities, dining options, and enrichment programs.
