John Legend for Mont Blanc Legend by Fred & Farid New York

Montblanc announces the launch of its latest campaign, “John Legend for Mont Blanc Legend,” featuring the multi-talented musician, producer, and entrepreneur John Legend. Developed by the creative agency Fred & Farid New York, the campaign celebrates the timeless process of creation and the relentless pursuit of inspiration.

Worldwide classic among men’s fragrances, Montblanc Legend channels the mindset of those who strive to leave their mark with purpose, conviction, and passion, not necessarily aiming for legendary status but often writing their own legend along the way. John Legend has built such an influential legacy by exploring new spaces, taking creative risks, and working hard to share his talent with others. He has left a lasting mark on culture and entertainment, becoming a legend in his own right. 

John Legend is one of today’s most admired recording artists and performers. In addition to 12 Grammy wins, he is one of a handful of EGOTs, artists, and creatives who have won all four of the most coveted awards: an Emmy, Grammy, Oscar, and Tony. Legend is also a principal of Get Lifted Film Co., an award-winning production company that has developed projects with ABC, NBC, FOX, HBO, Showtime, Netflix, and FX, with the mission of spotlighting stories from dynamic creatives.

John Legend.

 “I am excited to embark on this exciting chapter with Montblanc Legend. ​ Montblanc is an enduring Maison that is synonymous with craftsmanship, innovation and creativity, and Legend reflects these values with its original and beautifully crafted fragrances. As a writer and composer, I love that Montblanc enables people to write their stories beautifully with precision and care, and in doing so, craft their own legacy and legend,” 

Vincent Montalescot, Montblanc Chief Marketing and Merchandising Officer.

“Montblanc Legend and John Legend share much more than a name, they also share attributes that make this relationship particularly meaningful. ​ Montblanc is rooted in the culture of writing,a timeless brand that celebrates and fosters creativity and self-expression. As a songwriter, John Legend is a master storyteller with extraordinary creative talent,telling stories through his timeless and powerful music that move audiences across generations and geographies,” 

An Inspiring Celebration of Creativity 

The film and print campaign developed by Fred & Farid New York – directed and photographed by Guy Aroch – ​ celebrates the sacred creative process across time. 

Montblanc pays tribute to the exceptional talent of its new ambassador with a focus on John Legend’s extraordinary creativity and his relentless quest for inspiration. Underlining his talent as a lyricist and composer, always thinking, creating, and anticipating.

The process of creation is a timeless dance between the known and the unknown, where ideas are born from the collision of experience and imagination. It is a journey of relentless pursuit, where moments of inspiration are fleeting yet profound, illuminating the path forward with clarity and purpose. Just as the top, heart, and base notes in a fragrance blend to create an olfactory harmony, the arrangement of musical notes forms a resonant melody. Both creation processes—whether crafting a perfume or composing music—mirror each other, relying on a pyramid of notes. 

At the heart of this campaign is an unprecedented artistic feat: John Legend composed an original piece of music during the filming process, providing a real-time demonstration of his creative prowess. This spontaneous composition not only serves as the soundtrack for the advertisement but also embodies the essence of Montblanc Legend

“This campaign is a celebration of the creative process across time,” says Fred & Farid New York. “We wanted to create a visual and auditory experience that captures the essence of inspiration – those fleeting moments when an artist connects with something greater than themselves.” 

This campaign marks a full-circle moment for Montblanc and Fred & Farid, who previously collaborated on the launch of the Legend fragrance line in 2011.