Fred. Olsen Cruise Lines has launched a multi-platform advertising campaign built with a mix of live action, computer-generated imagery, photography and generative AI, alongside what the companies involved describe as the world's largest AI digital twin created for a single object.
The cruise operator worked with creative production studio nmatic.ai on the campaign. Fred. Olsen said the work includes broadcast, print and digital assets, including a television commercial and still imagery.
The companies characterised the approach as "Hybrid AI", which they described as a production workflow that combines human-led disciplines with generative AI tools. They said the project kept human performance on screen and used AI as part of the broader production process.
Campaign rollout
The television commercial was directed by Jonathan Jones, a five-time Emmy Award-winning director. The film follows a "Chief Alchemist" character who places ingredients representing "The Fred. Olsen feeling" into a ship in a bottle, before moving into scenes of guests travelling on a Fred. Olsen cruise ship.
Fred. Olsen said the campaign ran on ITV1 during prime time on Christmas Day and would continue on national television until the end of February 2026. The company said the wider campaign would run across national television, radio, print, digital and trade advertising.
Fred. Olsen also said the advertising would appear in bespoke idents for Channel 4's Escapism programming blocks as part of a year-long sponsorship.
Holly Goddard, Head of Brand at Fred. Olsen Cruise Lines said the campaign focused on a specific brand message. "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," said Holly Goddard, Head of Brand, Fred. Olsen Cruise Lines.
Digital twin
A central element of the production was an AI digital twin of Fred. Olsen cruise ship, created by nmatic.ai. The companies described the digital twin as a virtual replica of a physical asset made using AI and simulation technologies.
Nmatic.ai said the digital twin represented the largest AI digital twin created for a single object. The company said it designed the asset for reuse across different creative executions, including the depiction of the ship in different locations.
The companies said the approach allowed teams to create multiple versions of campaign material and adapt content to different destinations. They pointed to settings ranging from the Arctic Ocean to the Caribbean.
Production economics
Nmatic.ai said Hybrid AI production could change the speed and cost profile of campaign creation when teams combine traditional methods and AI tools. The company said, depending on the use case and the blend of methodologies, the workflow could deliver work up to five times faster and cut costs by as much as 70%.
Nick Price, Founder and CEO of nmatic.ai, described how the studio approached the production mix across media formats.
"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," said Price.
Nmatic.ai said all humans who appear in the film are real. The company positioned the project as an example of generative AI used inside a wider production pipeline rather than as a replacement for live-action shooting.
Market context
Generative AI has become more common in digital advertising production, particularly in video formats, where brands can create multiple versions of content for different placements. The Interactive Advertising Bureau said 30% of digital video advertisements in the US and European markets currently use generative AI, and it projected that figure would rise to 39% in 2026.
Fred. Olsen and its partners framed the campaign as a test case for how established consumer brands can incorporate AI workflows in mainstream media buys. The companies also highlighted the potential for smaller brands to adopt similar production techniques, given the claimed reductions in time and cost for content creation.
Partners and output
Fred. Olsen said the campaign concept came from Blunt House, which he described as a collaboration of senior strategists, creatives and partners.
Nmatic.ai said it launched in March 2024 and has produced more than a quarter of a million AI-powered images and videos across sectors, including entertainment, advertising, food and beverage, pharmaceuticals and banking. The company said it has worked with brands including Dyson, Warner Brothers, Unilever, Investec, Sonova and Merck & Co.
Fred. Olsen Cruise Lines operates a fleet that includes Bolette, Borealis and Balmoral. The operator positions its cruises around smaller ships and itineraries that cover regions including the Norwegian fjords, the Mediterranean, Northern Europe, the Canary Islands and the Caribbean.
The campaign will continue to air on national television until the end of February 2026, with Channel 4 idents running across a year-long sponsorship arrangement.