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Inside Grand Marnier’s New Campaign Launch Party With Kate Mara

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CEO of Campari Group Bob Kunze-Concewitz, actress Kate Bosworth, Vice President Marketing at Campari America Melanie Batchelor, and actress Kate Mara
CEO of Campari Group Bob Kunze-Concewitz, actress Kate Bosworth, Vice President Marketing at Campari America Melanie Batchelor, and actress Kate Mara

Photo Credit: Slaven Vlasic/Getty Images for Grand Marnier

Yesterday Grand Marnier launched their “Live Grand” campaign followed by an epic star-studded celebration into the night. Famed director Joseph Kahn, the acclaimed video visionary for Taylor Swift and Katy Perry, worked with Grand Marnier and the J. Walter Thompson New York to showcase the eccentric twists in life that transform the traditional into the truly grand.

Stylist Edda Gudmundsdottier attends Grand Marnier's new campaign launch with Kate Bosworth, Kate Mara and Joseph Kahn
Stylist Edda Gudmundsdottier attends Grand Marnier’s new campaign launch with Kate Bosworth, Kate Mara and Joseph Kahn

Photo Credit: Slaven Vlasic/Getty Images for Grand Marnier

“’Live Grand’ is about the journey of taking a good experience and transforming it into a GRAND one,” said Director Joseph Kahn. “I was inspired by the deep, rich heritage of Grand Marnier, the brand aesthetic, and the creative license to submerge viewers in a fantastical world that plays into the rich Cognac and bitter orange cues found in this iconic French spirit.”

This statement is quite significant for the brand as it serves as the first major marketing initiative from Grand Marnier since its new ownership under Campari Group. The “Live Grand” campaign is part of a nationwide broadcast, print and digital campaign, which will include Hulu, YuMue, YouTube and other channels and will begin running in March.

Filmmaker Michael Polish and actress Kate Bosworth
Filmmaker Michael Polish and actress Kate Bosworth

Photo Credit: Slaven Vlasic/Getty Images for Grand Marnier

We had the chance to catch up with previous Haute Living cover star Kate Mara who attended last night’s fête.

Actress Kate Mara attends Grand Marnier's new campaign launch
Actress Kate Mara

Photo Credit: Slaven Vlasic/Getty Images for Grand Marnier

First, we have to start with your Rag & Bone SS18 debut during fashion week, what was that experience like for you?

It was so fun! I love that brand so much and I’ve always been a fan and they had approached me about this unique way of presenting their line since they didn’t want to do a fashion show for this season. They wanted to make a video with a Thom Yorke song, have Darius Konji shoot it, and Benjamin Millepied choreographing and I was like, ‘YES, I’m not a dancer, like a real dancer, but I’ll make a fool of myself, game on.’ So that’s kind of how it happened and it was so fun and it was only one day of shooting. We had a day of rehearsing where we tried things out. I was surrounded by all of these incredible and unique dancers and there were these guys climbing the walls and flipping off of things for fun all day. It was really an amazing set to be on.

This is definitely different from things you are used to doing, would you do it again?

I mean, it felt like we were doing a weird improv movie all day with an amazing song which I love. I love strange, abstract, emotional pieces – I would absolutely do it again.

What exciting things do you have coming up for 2018?

Next week I’m starting back up on the new show Pose that Ryan Murphy created for FX. It’s all about the ball culture in New York City in1987 and features the biggest trans cast of all time which is very exciting. And I’m working with Evan Peters who plays my husband and he and I worked together, I think it was almost 10 years ago, on American Horror Story so it’s exciting that it’s with a bunch of people I really like and admire and I’m from New York so it’s nice to be working here.

Speaking of husbands, how is married life as you are approaching your one year anniversary?

So good, he’s awesome. He’s actually in upstate New York right now working. It’s very rare to be in the same city, both working at the same time so we feel very lucky right now because we get to see each other a lot while working.

Does your relationship feel different now that you’re married?

Absolutely. There’s a reason you make the commitment and saying those vows on that day in front of all the people that you love means something and to me it feels different. It feels that much more important and the responsibility is bigger. It just feels that much more special than it already did.

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