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P L A Y M E N O W P A U S E M E N O W V I E W P R O J E C T

LIEF IS A FEMALE-LED CREATIVE CONTENT STUDIO, PROMOTING AND CELEBRATING INCLUSIVITY, CREATING NEW CULTURE-DEFINING WORK WITH EXCEPTIONAL AND UNIQUELY DIVERSE FILMMAKERS.

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Trailer. Tailor by day, chef by night... One man is challenging conventions a dish at a time in Martell’s first-ever short film.

On the 32nd floor of a commercial compound in Beijing, there is a man who—on most evenings —leaves behind his life as a tailor to run a midnight canteen. His clients wander in from the bustling capital in search of sumptuous, homemade meals from a part-time chef who goes by the name Naomang—“the busy” or “restless”.

In this first-ever short film from Martell, the historic French Cognac house commissioned rising Luo Jian to find a gastronomic story that mirrors their approach to creating a lasting legacy by challenging conventions.

“Naomang’s success lies not in his dual identity of tailor by day, chef by night, but in the quality of the suits he makes and the taste of his food.”

LUO JIAN

'Naomang'
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'NAOMANG'

Lief partnered Martell with NOWNESS to distribute ‘Naomang’. The campaign performed incredibly well and delivered hundreds of thousands of views and an exceptional average time spent on the page of over 9 minutes. “Strengthened by the atmospheric visual palette in Naomang, the director reveals the creative tenacity of those who find new ways to preserve generational legacies.” NOWNESS

‘Naomang’ received the GOLD AWARD for Brand Entertainment at the 1.4 Awards for Creative Excellence.

“Tailor Made For Taste – a delicious slice of branded content”

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'Naomang'