Goodby, Silverstein Hires “Fred and Farid”

SAN FRANCISCO — Award winning copywriters, Fred Raillard and Farid Mokart have joined Goodby, Silverstein & Partners here, agency executives said.

Raillard and Mokart, better known in the ad community as “Fred and Farid,” most recently worked as a team at Bartle Bogle Hegarty in London. The French natives won two Lions in Cannes this year for a Microsoft XBox campaign. A spot called “Champagne” won a Gold Lion and was the runner up for the Grand Prix. Featuring the tag, “Life is Short. Play More” the spot shows a baby who torpedoes out of the womb, ages rapidly in the air and finally lands as an old man in a open grave.

A second spot in the campaign, “Mosquito,” won a bronze.

“They are terrific and energetic and so different from any of the creative people you could find in the States,” agency co-founder and creative director Jeff Goodby said of the new hires.

The team will report to Goodby and agency co-founder and creative director Rich Silverstein and are expected to start later this month.

Raillard and Mokart could not be immediately reached for comment.