Martell XO "Rise Above" Film

In the video above, you can watch Martell's global campaign, "Rise Above". In this film, 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 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. As Salvador Dali once put it, "Intelligence without ambition is a bird without wings." Through the campaign signature "Rise Above", Martell XO invites us all to spread our wings and take flight.

The film was directed by James Gray, (Little Odessa, We Own the Night, The Yards and Two Lovers) in collaboration with Director of Photography Darius Khondji. It features a bespoke soundtrack, performed by the members of the London Symphony Orchestra and mixed by Oscar-winning sound engineer Etienne Colin.