Hennessy × Droga5A cinematic portrait of the first Black chess grandmaster.
Role:
Creative / Art DirectionYear:
2021
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For the past eight years, Hennessy’s “Wild Rabbit” campaign has celebrated the pioneering spirit of extraordinary individuals throughout history. This chapter spotlights Maurice Ashley, the first Black chess grandmaster, and tells a different kind of origin story, one rooted in intellect, discipline, and ambition.
The film traces Maurice’s journey from wide-eyed rookie to grandmaster, transporting viewers to early-’90s Brooklyn as he sharpens his game among 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 and the “Never Stop. Never Settle.” mentality that shaped his rise.
A JOURNEY INTO 90’S BROOKLYN AND
THE MIND OF A GRANDMASTER.
FROM A TABLE IN PROSPECT PARK
TO A PLACE IN HISTORY.
The story of Maurice and the Black Bear School deserved more room than a single film could hold. Guided by the voices of Maurice Ashley and his mentor Willie “Pops” Johnson, this short-form documentary goes deeper into Maurice’s ascent and the ways he continues to open doors for the next generation of Black chess players.
Chess is a game of endless lessons that apply to life. In addition to our brand films, we also created “Lessons of a Grandmaster,” a series of shorts that combine the mind-expanding lessons of the board, a dash of street wisdom and art-of-war-esque principles applicable to any of life’s endeavors.
Credits
Agency: Droga5
Role: Senior Art Director
Global Head of Art: Alexander Nowak
Creative Director: Thom Glover
Copywriter: Ted Meyer, Emily Berger
Head of Production: Ruben Mercadal
Assistant Producer: Connor Hagan
Production: Somesuch
Director: Daniel Wolfe
Documentary Director: Elliott Power
DP: Diego Garcia
Editorial: Cut+Run + The Quarry
Editor: Paul Watts
Assistant Editor: Beau Dickson
Post: The Mill New York
VFX Director: Dan Williams