Martell - and her world.

Working with TBWA out of New York, I developed the concept of Martell’s world for the brand’s first website and all non-broadcast media. The brief was to re-position Martell and its range of premium cognacs towards a younger and more diverse audience.

My immediate response was that if Martell was a a real person, then where does she live? Who are her friends? What does she get up to when she’s not fronting a global advertising campaign?

The idea of Martell’s world grew from there. A loft apartment was sourced in Paris (the 11th, obviously); friends were hired; a long weekend at the family estate (the distillery in Cognac) was arranged; and even a trip to Toronto was made to see her ‘friends’ over there. Everything was recorded: beautiful photography was created, and films were made - the idea being that someone whose life was very much in front of the lens would also have a passion for photography and filmmaking.

The website was a realised version of the Paris apartment, using 360-degree imagery where visitors could look through the family album (the brand portfolio), see what cocktails Martell was making, and even read her diary (real-life events).

And of course watch her home movies - short films that created Martell moments to prompt occasion and repertoire.

A competition ran, for which the prize was a week’s stay in the Paris apartment itself.

The work was awarded Silver medal at the London International Advertising Awards.

Creative Direction, Art Direction & Film by Robert Crampton.