Fred Benistant is a seasoned French film and commercial director with a rich career spanning over 35 years in advertising and creative direction. Beginning his journey in Paris, Fred honed his skills at leading agencies like DDB Paris and Ogilvy Paris. In 1996, he transitioned to directing, debuting with a campaign for the renowned French production company Première Heure Paris. His early projects included high-profile commercials for Volkswagen and Maxwell.
In 2002, Fred relocated to Cape Town with his family, taking on the role of Creative Director at Woolworths, where he worked exclusively with the renowned retail brand. His enthusiasm for fashion and advertising inspired him to direct numerous campaigns for Woolworths, bringing his unique vision and creativity to life and helping shape the brand's identity.
Fred's expertise extends beyond fashion, having directed commercials across a diverse range of categories, including food, home, beauty, and children’s products. His impressive portfolio features collaborations with global celebrities such as Pharrell Williams, Zoë Kravitz, Candice Swanepoel, Alek Wek, Johnny Clegg, Desmond Tutu, Miriam Makeba, and Hugh Masekela, showcasing his ability to create compelling stories with world-renowned talent.
Fred’s unparalleled experience in retail and advertising, combined with his innovative approach to storytelling, positions him as a sought-after director capable of delivering exceptional, high-standard productions that resonate with audiences and elevate brands.
