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Animated title study for Hennessy and Maurice Ashley.
Motion-title study for the Maurice Ashley campaign.

Selected work

11 assets
Hennessy - Maurice Ashley — Minimal platform anchor for the brand portrait.
Minimal platform anchor for the brand portrait.
A graphic motion fragment from the campaign system.
Hennessy - Maurice Ashley — Places the story in Brooklyn street-chess culture.
Places the story in Brooklyn street-chess culture.
Hennessy - Maurice Ashley — Strongest portrait/campaign still.
Strongest portrait/campaign still.
Hennessy - Maurice Ashley — Iconic mental-game visual.
Iconic mental-game visual.
Compact film proof for the archive.

Project Overview

Hennessy's Wild Rabbit — Never Stop. Never Settle. — had spent eight years celebrating extraordinary individuals, almost always through physical feat. Pacquiao. Nas. The Piccards. Major Taylor. The new chapter needed to live in the mind.

It spotlights Maurice Ashley, who became the first Black chess grandmaster in 1999 after teaching himself from worn-out library books and sharpening his game on the street. The film traces his journey from wide-eyed rookie to grandmaster, transporting viewers to early-'90s Brooklyn and the legendary players of the Black Bear School of Chess in Prospect Park. What begins as a story of defeat and perseverance becomes a journey through the layers of Maurice's mind.

The world was built specifically — summer 1990, its own subculture with distinct fashion, graphics, sound, tempo, and color, and deliberately not well-trodden hip-hop New York.

The chapter extended beyond the film. A short-form documentary, guided by Maurice and his mentor Willie "Pops" Johnson, goes deeper into his ascent and how he keeps opening doors for the next generation. Lessons of a Grandmaster is a series of shorts combining the lessons of the board, a dash of street wisdom, and art-of-war principles that apply to any of life's endeavors.

Client
Hennessy
Year
2021
Role
Senior Art Director

Agency / Studio

Droga5

Directed by

Daniel Wolfe / Somesuch · Documentary directed by Elliott Power

Team

  • Diego Garcia
  • Paul Watts
  • Beau Dickson
  • Dan Williams
  • Alexander Nowak
  • Thom Glover
  • Ted Meyer
  • Emily Berger
  • Ruben Mercadal
  • Connor Hagan