• by Teresa Buyikian , February 25, 2025

Black History Month may be coming to a close this week, but one cognac is working with hip hop artist Future to keep its brand message top of mind for the rest of the year.

This week Grand Marnier announced it had released a series of online videos with Future. The videos, seen here, are an extension of the brand's "Remix Your Legacy, Make it Grand" creative campaign that launched last year. The overall effort is “designed to inspire fans to remix their own legacies by breaking the codes of tradition and evolving culture,” per the brand.

The series of three videos released thus far all depict Future at celebrations in various settings, from a small gathering to major luxury events, “demonstrating how Grand Marnier naturally elevates these moments with their iconic liquid.” One shows Future at what appears to be a loft party with friends in New York. Another, shot from an overhead view, shows Future at a formal sit-down dinner. In both scenes the hip hop artist toasts his companions with Grand Marnier.

"This collaboration represents a perfect fusion of tradition and innovation," said Andrea Sengara, vice president of marketing for Campari America in the announcement. "This partnership is purposefully designed to embody the iconic Grand Marnier spirit …and to celebrate creativity and unconventionality."

"An exceptional team of Black creative talent,” worked on the campaign, per the brand. Director Mahaneela, in addition to directing music videos, short films, and commercials, has been featured in global exhibitions such as The New Black Vanguard. Campaign photography was handled by Shaniqwa Jarvis, known for her large-scale portrait projects and exhibits in London, Tokyo, Los Angeles and New York

Grand Marnier has also updated its website to prominently feature Future and the “Remix Your Legacy, Make it Grand” messaging. The videos are also expected to run across Gran Marnier’s social media channels.