Hennessy

THE OVERVIEW

A champion’s story, told beyond the ring. Hennessy’s Never Stop, Never Settle campaign followed Canelo Álvarez from Los Angeles and San Diego to his hometown of Guadalajara.

THE STRATEGY

Anchor an integrated campaign in Canelo’s personal story, extending the films across broadcast, social, outdoor, PR, print, radio and retail.

MY ROLE

Executive Producer · Laundry Service / Cycle Media

Oversaw director selection, produced the shoots across two legs, first Los Angeles and San Diego, then Guadalajara, supported creative execution and sat in post. Led a line producer, production manager, associate producer and production coordinator.