Usher and Rémy Martin have teamed up to honor two cultures of excellence: music and cognac.

Rémy Martin has announced a new campaign with Usher, a multi-Grammy award–winning musician, to celebrate the harmonious blending of two timeless cultures: music and cognac. Since 1917 in France, "Team Up For Excellence-The Film" has highlighted the cultural link between Cognac and American music, and how the two have been associated ever since.

Raphael Saadiq, a world–renowned musical composer; Marci Rodgers, an Academy Award–winning costume stylist; Aakomon Jones, an award–winning dance choreographer; and Jake Nava, the production's producer, will collaborate with Usher and Rémy Martin.

"I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment, but also relevant and eye–catching to a young contemporary audience," states Jake Nava, "This dual priority informed my direction of all the music, dance and Usher's performance."

Usher and Rémy Martin previously collaborated on his 2010 "OMG" world tour, with the Cognac brand serving as the official sponsor of afterparties throughout the United States, Canada, and Europe. Usher also co–hosted the Producer Series launch dinner with Jermaine Dupri in 2018.

"Team Up For Excellence – The Film is a monumental artistic achievement stemming from our collaboration and long–standing relationship with our trusted creative global agency, FRED & FARID," said Philippe Farnier, Chief Executive Officer for The House of Rémy Martin. "We celebrate this performance between our brand, creative agency and artist Usher. At Rémy Martin, we team up with those sharing our same quest for excellence, rooted in our values of people, terroir and time."

CREDITS:

Brand: Rémy Martin

Title of ad: Team Up For Excellence – The Film

Agency: FRED & FARID New York

Music: Raphael Saadiq

Costume stylist: Marci Rodgers

Dance choreographer: Aakomon Jones

Director of the production: Jake Nava