Where Others Rest, A Master Rises.
Across 55 fights, Canelo Alvarez has sat in 55 stools. And it’s what he does here - and what others don’t - that makes him a master.
While other fighters are just trying to breathe, Canelo has already come up with a hundred different ways to beat you.
This is where he rises above the competition; where visualizes what’s next; where he most embodies the Hennessy philosophy of “Never Stop, Never Settle”.
So for his 56th fight, we created a film with Hennessy that highlights Canelo’s path to mastery. We transformed the 55 stools from his previous fights into a surreal visual journey that leads us to the fighter he is today, and the fighter he’s about to become.
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- Content Writing, Copywriting, Editing
- Commercials - Broadcast, Social Media Content
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