MARTELL commissioned rising star Chinese director LUO JIAN and LIEF to find a gastronomic story in China that mirrors their approach to creating a lasting legacy by challenging conventions, in their first-ever short film. 

Lief developed and produced ‘Naomang’ together with creative director PETE HELLYER. 

New Generation female filmmaker Jian crosses temporal boundaries by merging portraits of Naomang’s nightly cooking ritual with his memories of wandering in awe through the food markets of Shanghai as a child. After the death of his mother, recollections like these encouraged Naomang to share her culinary legacy.

‘Naomang’ was premiered on NOWNESS performing incredibly well. The campaign delivered 300k video views across NOWNESS website, and socials, with an average dwell time of 9 Minutes 20 Seconds, the longest ever recorded in a Nowness brand collab.