Hennessy55 Stools
A tribute to Canelo Álvarez’s pursuit of mastery, told through 55 boxing stools—one for every fight—and a film retracing his career.
Role: Senior Art Director
Year: 2019
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To dramatize Canelo Álvarez’s mastery, we focused on the one object most fighters use to rest: the stool. Fifty-five real stools, one for every fight, were aged, rigged, and filmed in reverse as they assembled around him. The result turned repetition, craft, and perseverance into a simple image for Hennessy’s “Never Stop. Never Settle.”
Credits
Agency: Droga5
Executive Creative Director: Alexander Nowak
Copywriter: Justin Lee
Producer: Scott Sitman
Production: Serial Pictures
Director: Daniel Askill
Editor: Lorin Askill
Scope
Brand positioning
Strategic direction
Integrated campaign
Creative / Art direction
Video production
Campaign photography
Retail design