Directed by Award-Winning Director and Music Producer Maceo Frost, The Short Film Showcases Global Talents from The Music, Photography and Fashion Worlds
COGNAC, France, April 14, 2022 /PRNewswire/ — Hennessy, one of the world’s best-selling cognac and first ever global Spirit Partner of the NBA, is pleased to announce the launch of its new campaign Game Never Stops, as the two continue to expand their partnership across the world. The new creative celebrates and amplifies the influence that the league, the sport itself, and Hennessy have had beyond the game and the court in so many unique cultural facets of society.
Presented via a short film developed by creative agency Droga5 New York & directed by award winning director and music producer Maceo Frost, the Hennessy ‘Game Never Stops’ campaign tells the story of a sport that has created a cultural movement with a global impact that goes far beyond the lives of those who play and watch it. Through his immersive directing style Frost showcases the influence basketball has had on the work of four talents within the music, photography, and fashion industries, all yielding from different parts of the world.
Hennessy’s ‘Game Never Stops’ campaign features British musician AJ Tracey, Chinese rapper Masiwei, Paris-based photographer and filmmaker Kevin Couliau, and French fashion designer Stephane Ashpool – all visionaries, tastemakers and creative leaders who are re-drawing boundaries in their fields and have found themselves influenced by basketball culture. As it takes us on a journey across the globe, the ‘Game Never Stops’ short film showcases the reach of basketball culture across Africa, Asia, North America, and Europe within the settings of the countries themselves and on those who inhabit them – proving that ‘game’ is so much more than four quarters played on a hardwood floor.
“At Hennessy we constantly strive to push the limits of our expertise as do our partners at the NBA. It’s this likeminded attitude that has created such a synergy between us, resulting in a global community of trendsetters from different fields and walks of life, all of whom have been influenced by the culture that Hennessy and the NBA aim to foster,” said Laurent Boillot, Hennessy President and Chief Executive Officer.
To further highlight the connection between Hennessy and the NBA and the impact that the two have had on pop-culture, Hennessy will continue to collaborate with the four featured campaign talents on a series of artistic commissions throughout the global NBA partnership.
Hennessy is eager to spread the ‘Game Never Stops’ message through this campaign, aiming to take its partnership with the NBA to new and unexplored level. As the league tips off the NBA Playoffs, Hennessy invites you to join in the global conversation by continuing to place your stamp on and off the court.
To learn more and see activations around the world, please visit Hennessy.com and @hennessy #hennessyxNBA
About Hennessy
The leader in cognac, the Maison Hennessy has shined around the world with its exceptional blends for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy, the standard-bearer for a sector rich in expertise. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission from generation to generation. The first wine and spirits house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area.
As the crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre.
SOURCE Hennessy
- Government of Canada recognizes the breaking of racial barriers in the NHL as an event of national historic significance
The love of hockey, Canada’s national sport, unites Canadians from coast to coast to coast. But while our collective passion for the game brings us all together, the organization of the sport itself has not reflected the Canadian ideals of diversity, equality and multiculturalism. - The Perfect Turkey Dinner Recipe
TNCRod Washington: Rod is a blogger, writer, filmmaker, photographer, daydreamer who likes to cook. Rod produces and directs the web series, CUPIC: Diary of an Investigator. He also produces news and documentary video projects. Check out his podcast StoriesThisMoment at https://m3e.d71.myftpupload.com/stm-tncn-podcasts/ stmdailynews.com/ - Asian American Spirits House, YOBO, Collaborates with Top Chef Winner, Cookbook Author and TV personality Kristen Kish on Modern Aperitif Line, Yobo_Kish
YOBO, the female founded leader in the Asian American Spirits industry, is proud to announce the launch of their collaboration with world-renowned chef, Kristen Kish, on a new range of modern aperitifs inspired by an evolving Korean American identity. - How to Hit a Forehand Top Spin 3rd!
In our series of 3rd shot drops videos comes the all important forehand roll drop with top spin. - Never Buy a Paddle Before Doing This…
Is your paddle legal? Just because it has the USAP stamp of approval doesn’t mean it cannot and will not be deemed illegal at some point, as we found out at this year’s US Open.
Rod Washington: Rod is a blogger, writer, filmmaker, photographer, daydreamer who likes to cook. Rod produces and directs the web series, CUPIC: Diary of an Investigator. He also produces news and documentary video projects. Check out his podcast StoriesThisMoment at https://m3e.d71.myftpupload.com/stm-tncn-podcasts/
