Hennessy, has launched a new creative campaign created in partnership with global creative agency Droga5 dubbed ‘Make Moves That Start Movements.’ Starring NBA Icon Russell Westbrook, “Literally Balling” artist Victor Solomon, and founder of Hoop York City Alex Taylor, the new film depicts the journey of a basketball to demonstrate the places the game can take us, before pivoting to shine a light on communities that are moving the culture forward. From the director, to the stylists, to hero talent, Make Moves That Start Movements features powerful luminaries who are creating new waves and starting new conversations, including:
- Director Joshua Kissi, spotlighting diverse perspectives through film
- Nine-time NBA All-Star Russell Westbrook, designing fashion with purpose
- Literally Balling artist, Victor Solomon, crafting the game beyond the court
- Founder of Hoop York City, Alex Taylor, creating space on the court for Women
“The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture,” said Jasmin Allen, Senior Vice President, Hennessy US. “Led by the actions of players, the league and the larger basketball communities that embody Hennessy’s Never Stop. Never Settle. ethos, the game’s influence goes well beyond the court to impact communities around the world, serving as the inspiration for Hennessy’s new campaign.” As hero and narrator of Hennessy’s new campaign, Russell Westbrook cements the partnership with a donation towards Unfinished Business. “Two things that have made me who I am today are my drive on the court and inspiring and impacting others beyond the game of basketball,” said Westbrook. “Working with Hennessy, I’m able to continue expanding my legacy to make a meaningful impact and keep inspiring others to Make Moves That Start Movements.” The film campaign is slated for debut during the second round of the 2021 NBA Playoffs and will subsequently roll out across broadcast, digital and social channels.