The Historical World of Cognac Gets a Reset in Ornate Campaign for Martell Blue Swift

Award-winning production company UnderWonder Content turns the centuries-old world of cognac on its head with an elaborate, part period-piece spot for Martell Blue Swift cognac. Directed by UnderWonder Content director Tanu Muiño, the ad features a sophisticated, modern narrator navigating a lavish, centuries-old mansion, where period characters and their ornate vintage surroundings emphasise the archaic nature of traditional cognac house customs.

The narrator humorously points out that Martell, the oldest of the great cognac houses, was bold enough to create a spirit so innovative it can't even be called a cognac due to ancient European regulations. He emphasises that “every drop is crafted with the quality we’ve perfected since 1715.” He then escapes the period setting through a door, revealing a sleek, modern gathering of well-dressed celebrants enjoying Martell Blue Swift. The spot concludes with the spirit's tagline: Martell Blue Swift - Defy Expectations.

“The Martell campaign was a dream come true for Tanu, as her visual vocabulary is inspired by the decadence of Baz Luhrmann and Wes Anderson. This project allowed her to flex her comedic muscles in a setting reminiscent of her favourite TV show, ‘The Great’,” said Ivanna Borin, owner and executive producer of UnderWonder Content.

Tanu Muino has become one of the most prominent directors in the world with wins for Best Director and Video of the Year at the MTV VMAs, Best Director Winner two years in a row at the UKMVA Awards, and Best Video Grammy Nominations for two years in a row along with Shots, SXSW, AICP, and Cannes Lions shortlists. She's directed major ad campaigns for Apple, Don Julio, Vitamin Water, Mastercard, Meta, Dior, Marks & Spencer, and Gucci with the biggest agencies in the world. Her list of music videos is filled with the biggest stars in the world including Lady Gaga, The Weeknd, Post Malone, Harry Styles, Lil Nas X, Jlo and dozens more.  Her Ukrainian and Cuban upbringing has given her the unique lens to create never-before-seen worlds and dynamic visuals with a gift of handling large-scale choreography, stunts, and VFX.