Hennessy Mid-Autumn Festival

Under the Same Moon: A Virtual Celebration of Connection

YEAR

2021

ROAL

Creative Direction
Art Direction
Production Design

TEAM

CLIENT  Hennessy
AGENCY  Admerasia
PROJECT LEAD  Maxwell Davidson
CREATIVE DIRECTOR  Shao-Jo Lin
DIRECTOR LJ Kim
PRODUCER  Tony K
DP   Andrés Solórzano
MOTION GRAPHIC DESIGN Vin Kim

Overview

It is that time of year when the Moon is at its fullest, the harvest is plentiful, and families around the world come together. The Mid-Autumn Festival is upon us.

But 2021 has broken ground, and individuals across oceans are taking untraveled journeys, exploring the world and themselves in new ways. As ADMERASIA and International Secret Agents teamed with Hennessy to transform their annual Lunar New Year celebration into a virtual event for the first time, we found ourselves asking: How do we maintain connection in a disconnected world?

The answer was above us all along. No matter where we find ourselves on our personal odysseys—a notion that resonates deeply with Hennessy X.O's essence of "Each drop is an odyssey"—we all share the same moon. This universal constant became our creative anchor and our message was clear:

Wherever your odyssey has taken you, tonight we toast under the same moon.

Creative and Design Strategy

As the central staging concept, we created a moon installation reflected in real water—symbolizing our message that despite separation, we share the same moon. This poetic visual metaphor served as both our creative anchor and design foundation.

The event architecture featured interconnected yet distinct spaces, each serving a specific purpose while maintaining visual cohesion through the lunar motif. We designed:

  • A sophisticated hosting area for Harry Shum Jr.

  • Custom performance stages for diverse musical artists

  • An elegant bar showcasing Hennessy X.O cocktails

  • A warm bistro setting for cultural engagement through mahjong

This integrated design approach enabled us to seamlessly blend entertainment, brand storytelling, and cultural elements while maintaining the central theme: "Wherever your odyssey has taken you, tonight we toast under the same moon."

Execution

We transformed the conceptual strategy into reality by implementing the water reflection technique throughout the set. By filling the stage floor with actual water, we created a mesmerizing mirror effect that doubled the visual impact of the moon installation.

Each space received meticulous lighting and atmospheric treatment to establish distinct moods—from the energetic performance areas to the intimate cocktail demonstrations. The production design ensured smooth transitions between segments as Harry Shum Jr. guided viewers through the experience.

The technical execution of live performances, mixed with pre-recorded elements and real-time interactions, required precise coordination. This approach delivered a seamless virtual experience that felt cohesive yet varied, maintaining viewer engagement throughout the celebration.

Stage Design for Bohan Phoenix

Stage Design for Hayley Kiyoko

Stage Design for NIKI