January 15, 2013
In its new global campaign created by BEING France, Martell XO celebrates visionary achievers, people who spread their wings and achieve their visions.
After the “Shape your world” campaign that successfully established Martell XO as an ambassador of great achievers around the world, the brand goes one step further with a new, inspiring platform, paying tribute to the legend and heritage of the Cognac House.
The “Wings” campaign, created by BEING France, will be launched with an uplifting film directed by US filmmaker James Gray, reinforcing the brand’s message through an invitation to “Rise Above”.
Heralded today as one of the most talented directors of his generation, James Gray fully embodies the message of the film in every way. Gray first found his wings at the age of 25, when, back in 1994, his directorial debut Little Odessa received the Silver Lion at the Venice Film Festival. Since then, his films Two Lovers, We Own the Night and The Yards have consistently appeared at the Cannes Film Festival.
With ”Rise Above”, Martell XO pays tribute to Martell’s unique heritage, using its emblem, the swift. Legend has it that in 1715, a swift led Jean Martell to Cognac, where, at only 21 years old, he founded what would become the oldest of the great Cognac houses. In this new campaign, the swift becomes a symbol of one’s potential to achieve great things – just like Jean Martell nearly 300 years ago. While we all have the capacity to go higher in life, few of us have the vision and courage to really take off. Martell XO celebrates those who do take off, achieving remarkable, memorable things in life and inspiring the world around them.
“Wings”, the new Martell XO film directed by James Gray, captures this decisive moment. Four successful individuals (an author, a sculptor, a speaker and a conductor) unfold their “wings”, about to begin something significant. It’s an exciting yet intimate process of preparation. Concentration is high and the tension is palpable. Then, with a sudden explosion of music, the four men fulfill their vision, while above them, swifts shoot up into the sky.
When it came to collaborating with Martell XO on the film “Wings”, the concept also really struck a chord with Gray. “When I first read the script, I identified completely with the idea of the creative process, and how wonderful and difficult that can be. Obviously as a film director you go through that every day.”
The film was Gray’s second collaboration with Director of Photography Darius Khondji. Masters of emotion, the two film greats worked together “like brothers”, to create tension and release, from little looks and invisible details, to stunning lighting effects and CGI technique. Featuring a stunning bespoke soundtrack, performed by members of the London Symphony Orchestra and mixed by Oscar-winning sound engineer Etienne Colin, the result is much more than an ad, it is a truly inspiring piece of cinema.
Launched on Chinese television in January, the film will be rolled-out worldwide in a stunning 90 second online event format on www.martell.com and www.youtube.com/martell.