Against a backdrop of Black creatives reshaping the entertainment and marketing industries, spirits brand Martell collaborates with actor and recording artist Janelle Monáe for a campaign that celebrates—and elevates—Black culture.
In collaboration with creative agency Players Paris, the latest installment of its ongoing “Soar Beyond the Expected” campaign, Martell pairs Monáe with campaign partner Ms. Franky Marshall and director Ewurakua Dawson-Amoah.
The campaign, via a cinematic 60-second hero spot called “The Unexpected Effect,” highlights the impact of Black culture and Monáe’s “Afrofuturistic optimism.” It also features the brand’s Blue Swift, the first spirit drink made of VSOP Cognac and finished in Kentucky bourbon casks.
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