Fred. Olsen Cruise Lines has unveiled an industry-first, multi-platform digital advertising campaign.

The initiative was created using Hybrid AI, the fusion of human-led creative disciplines, including live action, CGI and photography, with generative AI, and the world’s largest AI digital twin for a single object.

Fred. Olsen said in a press release that its campaign sets a new benchmark for innovation in the travel and cruise industry.

Production partner nmatic.ai, one of the world’s first Hybrid AI creative production studios, collaborated on the campaign.  The commercial was directed by five-time Emmy Award-winning director Jonathan Jones.

Holly Goddard, head of brand at Fred. Olsen Cruise Lines, said: “Our aim with this campaign was 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,” added Goddard.

Nick Price, founder and CEO of nmatic.ai, said: “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.”

According to Fred. Olsen, the new campaign debuts the world’s largest AI digital twin for a single object, a Fred. Olsen cruise ship, created by nmatic.ai.

The Fred. Olsen campaign concept was created by Blunt House, a collaboration of senior strategists, creatives and partners shaping leading UK and global brands.

The campaign premiered in a prime-time television commercial broadcast on Christmas 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.