Martell XO has launched a new campaign dubbed “Rise Above,” which celebrates the people who “use their wings.” The cognac brand decided to put its emblem, the swift, behind the whole new inspiring platform, that follows previous “Shape your world” campaign and celebrates the brand’s heritage.

The core elements of the new campaign with a strong emotional appeal is a new TV spot “Wings,” directed by James Gray—the film highlights four talented and successful individuals (an author, a sculptor, a speaker and a conductor), who spread their wings and made their best to realize their potential to the fullest—at the most glorious moments in the lives of these heroes, swifts (the symbols of high flights, i.e. ambitious undertakings) “rocket” into the skies.

Tension and concentration in the video are created using a very suitable soundtrack, performed by members of the London Symphony Orchestra and mixed by Oscar winning sound engineer Etienne Colin. The video will be first launched on TV in China in January, and then will be rolled-out worldwide in a stunning 90 second online format.

“The film is a glorious celebration of those who achieve greatness, and an invitation to the rest of the world to ‘rise above’,” says Martell in the press release. “The film was Gray’s second collaboration with Director of Photography Darius Khondji. Masters of emotion, the two film greats worked together ‘like brothers’, to create tension and release. From little looks and invisible details, to stunning lighting effects and CGI techniques, no stone was left unturned in the process.”

The new Martel’s campaign revolves around the theme previously adopted by many cognac and whisky brands. For instance, Johnny Walker with its “Keep Walking” initiative and Hennessy with “What’s Your Wild Rabbit?” campaign also celebrate people, who achieved a lot in their life, finding a powerful motivations to give the best life to the talents they got, fighting for the success and overcoming their own fears and weakness.