Martell | CNY26

Instinct in Motion

For Martell’s Chinese New Year 2026 campaign, developed with Malherbe Paris, we brought artist He Datian’s expressive calligraphy into a fully cinematic form — transforming a single brushstroke into a living narrative. Emerging within a quiet atelier, the stroke evolves fluidly from abstract gesture to the Martell swift, into the Chinese character 马, and ultimately into a fully realised horse, carrying the brand’s identity through motion.

The key challenge was preserving the raw, instinctive quality of ink while translating it into a controlled 3D environment. We developed a bespoke approach to brushstroke simulation, balancing fluid dynamics with precise art direction so each movement retained both spontaneity and intention — true to the duality at the heart of He Datian’s work.

As the brushstroke moves through the space, the atelier itself transforms — from stillness to a vibrant, expressive environment — culminating in the final imprint on the Martell bottle. What begins as a single gesture becomes a complete visual language, uniting tradition, motion, and brand identity in one continuous transformation. 

Agency: Malherbe Paris