Rémy Martin has launched a collaborative new campaign with multi‐Grammy award winning musical artist Usher to celebrate the harmonious blending of two cultures of timeless excellence–music and cognac. Team Up For Excellence–The Film highlights the cultural connection over the years between cognac and American music, and how the two have been synonymous ever since.
In the film imagined in collaboration with FRED &FARID New York and directed by Jake Nava of Believe Media, Usher narrates a story spanning the decades from the 1920’s (centered on African-American soldiers stationed in the heart of France during World War I) to present day, which pays tribute to the multi‐cultural connections, celebrated styles and rhythms of the past.
“Music doesn’t need cognac to exist, and cognac doesn’t need music to exist,” stated Usher, “but what is beautiful is that they were meant to meet and when they did, they created cultural harmony.”
Teaming up with Usher, Rémy Martin and director Nava were globally recognized creatives including music composer Raphael Saadiq, Academy‐Award winning costume stylist Marci Rodgers, and award-winning dance choreographer Aakomon Jones.
“I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment, but also relevant and eye‐catching to a young contemporary audience,” said Nava, “This dual priority informed my direction of all the music, dance and Usher’s performance.”
