Cherry’s Jake Nava collaborates with FRED & FARID on the latest campaign for Rémy Martin, featuring multi-Grammy award winning musical artist, Usher. Titled ’Team Up For Excellence – The Film’, the piece highlights the connection between Cognac and American music since 1917 in France, celebrating the harmonious blending of the two cultures. Usher narrates a story spanning the decades from the 1920’s to present day, paying tribute to the multi-cultural synergies, and celebrating styles and rhythms of the past; from Blues to Hip-Hop, Swing Dancing to Break-Dancing. For this campaign, globally recognised Nava collaborated with a selected group of internationally renowned creatives, including acclaimed musical composer, Raphael Saadiq, Academy-award-winning costume stylist, Marci Rodgers, and award-winning dance choreographer, Aakomon Jones.
“I was really inspired by creating the historical music scenes in a way that felt true to the spirit of that moment, but also relevant and eye–catching to a young contemporary audience,” states Jake Nava, “This dual priority informed my direction of all the music, dance and Usher’s performance.”
Winner of the prestigious lifetime UKMVA ‘Icon Award’, over the past decade London based Jake Nava has created award-winning work for some of the best known artists around the globe. His long-standing partnership with Beyoncé includes a collaboration on the star’s recent visual album ‘Black is King’, having also directed many other hit videos including ‘Crazy in Love’ and the iconic ‘Single Ladies’, which won multiple MTV and BET awards, still cited as one of the most influential music videos of all time, a cultural milestone that redefined ‘viral video’ as something interactive and participatory. Nava’s break into directing at MTV Sports whilst still completing his film degree, led to recognition for his music video and advertising work, directing campaigns for iconic global artists, brands and top international agencies through his London based production company Cherry.
Jake’s extensive expertise in successfully supervising commissioned music, as well as identifying innovative tracks for advertising, has contributed to his recognition, earning numerous accolades including at the Clio Awards, Cannes Lions, and the British Arrows, as well as press honours such as Campaign magazine’s Top 10 TV & Cinema Ads, Entertainment Weekly’s Top 10 Music Video Directors listing, the Times’ The 25 Most Influential Music Videos of all time, and more. Currently Nava has two feature projects in development.