The new Hennessy ‘Made for More’ campaign features a film series by award-winning director Andreas Nilsson and visuals shot by Micaiah Carter – one of the most in-demand fashion photographers of the moment.
Hennessy, the world’s leading cognac, launches its new campaign ‘Made for More’, starring breakthrough British Nigerian actor Damson Idris and US actress, singer, songwriter, dancer and choreographer Teyana Taylor. Exploring the infinite possibilities the versatile spirit offers, the campaign features five off-beat mixing films and five cocktails, showing how any drink or occasion can easily be made ‘more’ when you add Hennessy.
The five hero cocktails explore the infinite versatility of Hennessy Very Special and include the Hennessy Margarita, Hennessy Pineapple, Hennessy Berry Mojito, Hennessy Ginger and Hennessy Honey Highball.
Hennessy is known to partner with cultural icons and characters to personify the multi-faceted nature of the brand. So it made sense that the brand connected with breakout talent Teyana and Damson, who both embody the sense of effortlessness at the heart of the idea, to star in the campaign. Wearing many hats, Teyana seamlessly channels her style and unforgettable presence while mixing her cocktails. “One time, for the love of all things anew, and we all love new things. With that being said, I’m super excited to embark upon this journey with my favourite Cognac, Hennessy. Destination: fresh, bright, and invigorating, like any good cocktail should be.”
And Damson, TV’s beloved antagonist, most known for playing Franklin Saint in Snowfall, appears in the campaign showing his charming and witty side. About working with the brand, Damson says: “The chance to work with such an iconic brand was one I just couldn’t say no to. When I think of Hennessy I think of my three older brothers, I think of amazing memories. The visuals are stylish, the films are fun, it’s magic. It’s cinema.”
Moët Hennessy Brand Director, Elaine Cullen says, “Hennessy is known in Ireland as a brand steeped in heritage and influential in the creative arts for decades, but what some may not realise is how versatile Hennessy VS truly is. Hennessy adds flavour, complexity, vibrancy and depth to all kinds of cocktails and this campaign is bringing them to life. We’re excited to showcase the endless possibilities of Hennessy, shaking up brand perceptions and building on its legacy for a new generation.”
The five films, shot by acclaimed director Andreas Nilsson who directs iconic ads and music videos, spotlight the celebrities as they put Hennessy twists on all kinds of mixology staples such as the margarita, mojito and highball. “Damson Idris and Teyana Taylor are two artists who are exploding at the moment and I wanted to make sure we captured their essence. Even when he’s playing, Damson exudes style! And Teyana is just the epitome of cool. I think these qualities shine through in spades and fit perfectly with this new direction for Hennessy.”
Accompanying iconic visuals are captured by the highly accomplished photographer Micaiah Carter – who was featured in Saatchi Gallery’s The New Black Vanguard – bringing his experience of fashion and street photography to help reintroduce the brand. With the imagery rolling out across the world in cities such New York, Miami, Los Angeles, London and Berlin that celebrate the finished drinks, Carter says: “Partnering with Hennessy and W+K for this campaign alongside Teyana Taylor and Damson Idris has inspired me immensely. Together, we’ve created immersive worlds that seamlessly blend culture with the essence of Hennessy. It’s a collaboration that visually captivates and resonates deeply with the spirit of this next era. I’m truly honoured to have brought this vision to life. It is one of my favourite collaborations yet.” says Carter.
To help shake up perceptions, showcase the mixability of the cognac, and introduce a new, lighter, brighter, fresher visual world for the brand, Hennessy enrolled creative agency Wieden+Kennedy Amsterdam to create the ‘Made for More’ campaign.
