After decades of cultural dominance as the urban spirit of choice, Hennessy was facing a quiet but urgent challenge: heritage wasn’t enough. While the brand had legacy, prestige, and long-standing equity in Black and Latin communities, it was losing relevance to tequila, ready-to-drink cocktails, and the speed of modern culture.

The “Made For More” platform was introduced to evolve that perception — but simply launching a new campaign wasn’t enough. One-off activations couldn’t scale. Recap reels didn’t expand reach. Internally, Hennessy struggled to translate its global identity into something that felt personal, current, and culturally fluent — especially across diverse U.S. audiences.

We weren’t just asked to build a social strategy. We were asked to help reintroduce Hennessy to a new generation — one that doesn’t care how long you’ve been around unless you’re showing up with purpose now.