Rémy Martin Highlights the Bond Between Tradition and Modernity Across Generations for Lunar New Year

Lunar New Year is a moment of gathering, of unity, and in its latest Campaign 'Family Spirit' for XO, Rémy Martin celebrates the time of year when loved ones cross cultural and generational bridges to come together.

The campaign features Jessica Wang, fashion influencer; Brandon Jew, Michelin starred chef; and Christina Paik, photographer and stylist, and embraces cultural excellence to commemorate the Year of the Tiger.

The creative was imagined by FRED & FARID New York and brought to life by award-winning photographer, Michelle Watt who describes her work for this project as crafted for staging the dualities of cultures and generations, amounting to surreal and whimsical depictions where the paradoxes are able to exist in harmony.

“The Family spirit concept gave me the opportunity to tell nuanced stories of my community and daily life as an Asian-American has always been a part of my dream as an artist. And since this opportunity explores the richness of tradition always in evolution that is the Lunar New Year, the visual depths that can be explored and celebrated make it a dream project,” said Michelle Watt.

"Rémy Martin’s commitment to the longevity of traditions is showcased in the portraits of 'Family Spirit,' which blends the roots of culture with family, a similar origin story as our own," said Tina Reejsinghani, vice president at Rémy Martin Americas.

“Growing up in a Western society raised by Asian immigrant parents I am well versed in maneuvering between worlds, easily tapping into two sets of languages and customs that not only span culture, but generations as well," said Michelle Watt.