Martell Cognac

Martell x Quavo Brand Campaign

THE CHALLENGE

Martell, one of the great Cognac houses founded in 1715, created a modern expression called Martell Blue Swift — a VSOP cognac (i.e., finished eau-de-vie) that’s aged in Kentucky bourbon barrels, positioning it as a hybrid between French cognac tradition and American whiskey culture. Martell recognised the rising influence of hip-hop culture in the cognac/spirits space, and saw an opportunity to shift from legacy associations toward something more culture-centric and disruptive.

STRATEGIC APPROACH & DESIGN CONCEPT

I directed a hard-hitting brand and experiential event campaign pairing the legacy brand to the hip hop supergroup the Migos. Martell then furthered their collaboration with Quavo under the banner of the “Make Your Statement” campaign.  In addition to a .com facelift and digital campaign, Martell released limited-edition packaging tied to Quavo’s design input.

360 Campaign & Brand Design

.com

Executive Producer

Executive CD