Rémy Martin’s Team Up for Excellence – The Film explores the deep-rooted connection between music and cognac—two legacies shaped by excellence, craft, and culture. Starring Usher and directed by Jones & Tino, the film traces the lineage of Black music in America, interwoven with the story of how cognac became a cultural mainstay in the U.S.

That history began during World War II, when Black American soldiers fighting in France were introduced to cognac. Upon returning home, they brought with them an appreciation for the spirit—transforming it into a symbol of success and cultural pride in Black communities across America.

As Social Strategy Lead, I helped bring this narrative to life across platforms. From briefing influencer talent to shaping a channel-native rollout strategy, I partnered with creative, media, and PR teams to ensure every social moment honored the film’s emotional weight while driving cultural conversation.

The campaign became Rémy Martin’s most successful digital launch to date and was awarded at Cannes Lions and D&AD for its storytelling, impact, and craft.