Skip to content
← Archive

Promotional Campaign

Hennessy

55 Stools

Where others rest, a master rises.

Hennessy - 55 Stools — One image that carries the no-punch boxing idea.
One image that carries the no-punch boxing idea.

Selected work

05 assets
The primary thirty-second campaign film.
Hennessy - 55 Stools — Connects the stool craft to campaign/social language.
Connects the stool craft to campaign/social language.
Hennessy - 55 Stools — Explains the 55-stool conceit without extra copy.
Explains the 55-stool conceit without extra copy.
The companion film extending the campaign idea.
In-camera motion proof of the stool idea.

Project Overview

A Canelo Álvarez campaign without a single punch in it.

To show mastery rather than violence, we built the work around an unexpected object: the boxing ring stool. Perseverance, repetition, craft — everything that happens between the rounds rather than during them.

Fifty-five stools, one for each of Álvarez's fights, fly through the air and form a line leading to the champion. The team crafted real boxing stools and filmed the sequence in reverse so they appear to float into place, aging the earliest ones to trace his career forward through time.

Paired with the line "Where Others Rest, a Master Rises," it drew the parallel between Álvarez's journey and Hennessy's own meticulous process.

Client
Hennessy
Year
2019
Role
Senior Art Director

Agency / Studio

Droga5

Directed by

Daniel Askill / Serial Pictures

Team

  • Lorin Askill
  • Alexander Nowak
  • Justin Lee
  • Scott Sitman