Hennessy
A Lunar New Year Celebration with Artist around the Globe
Digital Event, Creative Direction + Art Direction
MY ROLE
Creative Direction
Art Direction
Visual Design
Production Design
OVERVIEW
To usher in the Year of the Ox, ADMERASIA and International Secret Agents teamed with Hennessy for its annual Lunar New Year celebration as a virtual event for the first time this year.
Centered around themes of hope and resilience, Hennessy’s X.O OX Lunar New Year Celebration was inspired by the seven tasting notes of X.O and featured captivating performances from renowned musicians, culinary luminaries, and dynamic artists in the AAPI community who embody the resilient spirit of the ox.
CREATIVE STRATEGY
Strategic talent partners included:
Henry Golding, Hennessy's global ambassador. Golding hosted the event with gamer, entrepreneur, and top Internet personality AtomicMari, enlisted as a special correspondent.
Filmmaker and restaurateur Eddie Huang shared his favorite Lunar New Year dish with audiences, paired with inspired Hennessy X.O and V.S.O.P Privilège cocktails demonstrated by mixologist Cari Hah.
Special performances from renowned musicians Jay Park, Dumbfoundead, Year of the Ox, and MILCK, along with a dynamic dance routine from Kinjaz, culminated the evening's festivities.
CREATIVE EXECUTION
STAGE DESIGN
Stage design for MILCK’s performance
Stage design for Dumbfoundead + Year of the OX’s performance
MOTION GRAPHIC
Color Palette
End Card
Countdown
Lower Third
The ox represents strength, diligence, and perseverance in spite of challenges. Through the event, Hennessy encouraged viewers to join in supporting hard-working small businesses that demonstrate these same admirable tenets. In this spirit of resilience, Hennessy also pledged an additional $250,000 to support small businesses impacted by the pandemic as part of the brand’s Unfinished Business initiative. With over $5 million in funds already distributed, the long-term program was developed in partnership with the Asian American Business Development Center, among other community organizations, to provide financial and educational resources to Asian, Black, and Latinx-owned small businesses.
Hennessy has a longstanding relationship with Asian and Asian American communities and remains committed to supporting them. Hennessy stands with the community against recent hate crimes and violence and is proud to work with Tammy Cho from #HateIsAVirus to use the event as a platform to further amplify this crisis. The Lunar New Year is a time where we reflect on the present, and we look with hope toward a brighter future without hate and racism.
COMMUNITY
VIEWS
175,000+
DIGITAL ENGAGEMENT
375,000+
SOCIAL IMPRESSIONS