Embracing Light and Shadows | Martell Partners with the 25th Shanghai International Film Festival

The birth of cinematic art has given wings to human imagination, creating one legend after another on the screen through the artistic pursuits of generations of boundary-pushing filmmakers. As the official partner and designated liquor brand of the 25th Shanghai International Film Festival, Martell joins in the endeavor to illuminate the dreams for international film and cultural exchange, embarking on a unique journey of light and shadows.

Just as the sea embraces all rivers, the 25th SIFF attracts outstanding filmmakers from China and abroad with its inclusive spirit. Thanks to the intergenerational legacy of filmmakers who dare to transcend and explore, audiovisual arts and diverse expressions of humanities continue to bring forth innovation, and film art still evolves after a century. This coincides with Martell’s over three centuries of heritage and its daring spirit of innovation.

Legendary stories of light and shadows often begin with a brave “flight” that challenges conventions. Inheriting the extraordinary courage of Edouard Martell, who conceived the idea in 1912, Martell Cordon Bleu, as the first cognac to break free from traditional naming conventions, represents the epitome of Martell’s spirit of going beyond with its iconic blending style.

As a breakthrough creation that showcases the brand’s inspiration and craftsmanship, Martell XXO became the first brand to introduce the new cognac grade of XXO to the Chinese market, presenting the culmination of the three-century brand’s blending art and ushering in a new era for the cognac category in China.

Embodying the brand spirit of “life is a flight,” Martell looks forward to partnering with the SIFF to pay tribute to every filmmaker who has been continuously surpassing themselves on and off the silver screen. Some have already created iconic roles but continue to strive for greater heights; some have emerged in the film industry and are embarking on unique cinematic experiments in the innovative spirit of the new generation. Just as portrayed in Martell’s short film “Life is a Flight,” renowned actor Tony Leung appears as himself alongside Edouard Martell portrayed by Vincent Cassel, engaging in a dialogue that spans the East and the West and over a century, paying homage to the indomitable, courageous, and firm spirit of flight.

A century on, film art continues to explore and integrate diverse expressions of art and culture, gathering light and building dreams in the quest for inclusivity, which resonates with Martell’s spirit of flight. Martell looks forward to witnessing and supporting the exchange of film culture, encouraging artistic endeavors that break conventions and push boundaries, illuminating the path for filmmakers to pursue their dreams.