HENNESSY HOUSE [2025 Cypher]
CHALLENGE
Hennessy wanted to evolve its iconic Cypher platform beyond its hip hop roots by embracing Afrobeats and Amapiano—two genres at the forefront of global music. The challenge was to create a campaign that both honoured the Cypher’s underground authenticity and elevated it into a premium, culturally resonant space aligned with Hennessy’s “new luxury” positioning.
SOLUTION
I worked on the creative treatment and campaign concept, helping shape a fresh direction for the Cypher. My contributions included:
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Conceptualising the “Hennessy House”: Reimagined the Cypher within a luxury-yet-authentic creative space—part recording studio, part performance stage—where artists could collaborate and showcase their talent. This space became the anchor for the campaign’s visuals and storytelling.
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Creative Treatment & Visual Direction: Defined the tone, look, and feel of the Cypher—lighter, vibrant, and globally appealing, while keeping a raw performance energy that speaks to the origins of the format.
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Storytelling Arc: Developed the narrative approach to weave together seven individual performances into one cohesive experience, symbolising the unity of global African music culture.
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Cross-Channel Adaptation: Ensured the concept could flex seamlessly across deliverables: the hero film, teasers, trailers, BTS content, press materials, and digital assets.
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Strategic Positioning: Aligned creative outputs with Hennessy’s goal of cementing its place in contemporary music culture while resonating with new, younger audiences.
RESULTS
The Hennessy House concept elevated the Cypher into a global cultural moment—blending Afrobeats, Amapiano, and hip hop into one powerful showcase. The campaign delivered a versatile creative platform for Hennessy, spanning long-form storytelling and short-form social content, while amplifying African artistry on an international stage. This approach reinforced Hennessy’s reputation as a luxury brand deeply embedded in contemporary music culture.
