ABOUT THE PROJECT
In 2024, Martell set out to break tradition with their Blue Swift campaign—a cognac finished in bourbon barrels, sparking what we called “Sacrilege!” The concept was born from the vision of French aristocrats gasping in disbelief, clutching their pearls at the audacity of such a blend. Due to strict regulations, Blue Swift can’t even be called a cognac, and instead, it’s legally labeled as a “spirit drink”—a testament to its defiant character.

This campaign brings Martell’s heritage face-to-face with modernity, inviting today’s drinkers to experience cognac on their own terms. The result is a narrative that pairs classic elegance with a daring edge, capturing the spirit of Blue Swift as a cognac that defies expectations while embracing the bold tastes of a new generation.