SITUATION ANALYSIS

For many, Hennessy invokes an image that’s defined by hip-hop and club culture. However, my team and I recognized this versatile spirit could appeal to a much wider array of drinkers.

IDEA

Through integrated social strategy, we influenced all elements of the consumer purchase cycle. The creation of a compelling narrative allowed us to stand out in crowded social feeds and appeal to new consumers without alienating the brand’s core audience. We pioneered industry-first creative executions such as animated recipe GIFs, cinemagraphs and lifestyle content, which evolved the Hennessy personality and provided an entirely new brand experience.

RESULTS

500% lift on engagement for high performing content
200,000+ organic follower growth across all platforms in 2 years
36% increase purchase intent

In one month alone the Hennessy Holiday campaign garnered 
70 million impressions and 7 million engagements across platforms

Limited Edition V.S Bottle

ROLE: ART DIRECTION
 

Through the annual release of its Limited Edition V.S bottle, Hennessy continues a legacy of artistic collaboration that spans centuries. The new bottle embodies Hennessy's commitment to craft. The launch of the limited edition bottle has become an event for Hennessy fans around the world, who use their social feeds to celebrate its arrival.

Shepard Fairey 2014

For the launch of the Hennessy Limited Edition V.S by Shepard Fairey, I directed a dynamic, multi-platform social media campaign that explored the street artist’s life, passions and creative ethos that would come to bear a heavy influence on his bottle’s design. Through targeted social posts, film shorts, compelling photography and a timed Facebook cover photo reveal of the design, the bottle quickly sold out through online distributors, including GILT.

Ryan McGinness 2015

The Hennessy V.S. Limited Edition by Ryan McGinness was the first bottle of its kind to glow in the dark. I developed a social campaign, which chronicled the bottle’s release through creative content executions that included photos, videos and GIFs. For Ryan McGinness' launch party, I proposed and designed an interactive event promotion featuring an Instagram filter reveal of the Ryan McGinness x Hennessy logo. The social campaign drove heavy e-commerce sales and set the record for the highest performing Hennessy initiative in 2015.

Time is Illmatic Director's Cut

ROLE: ART DIRECTION

In 2004, first-time directors One9 and Erik Parker set out to produce a documentary commemorating the 10th anniversary of Nas’ groundbreaking debut album, Illmatic. A decade of filming later, “Time is Illmatic” premiered at the Tribeca Film Festival, a chronicle of how far Nas’ Wild Rabbit chase has taken him over the past 20 years as well as a testament to the directors’ relentless pursuit of their own Wild Rabbit.

250th Anniversary Tumblr

ROLE: ART DIRECTION

 

For Hennessy’s 250th anniversary, I collaborated with content and development teams to launch a custom Tumblr that brought to life the rich history of the world’s greatest cognac house. An ongoing series of articles paired with curated photography not only detail Hennessy’s legacy but also cognac’s influence throughout the centuries. It was awarded with a Webby Honoree for Best Use of Photography.