55 Stools

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.