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Major

Major | Hennessy | Droga5
Download Download JPG | 2048x1452px
basics
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
EntrySummary
The “Wild Rabbit” is Hennessy's metaphor for people's inner drive to succeed. The campaign celebrates the theme of pushing one's potential through stories of extraordinary individuals chasing their Wild Rabbit. Largely forgotten until now, Marshall “Major” Taylor was once the most recognizable athlete in the world. He held seven world records by 1898, and in 1899, he became the first African American in the U.S. to win a world championship in any sport. His story is all the more powerful when one considers the systemic racism that plagued America, society at the time that prohibited Taylor from competing in many parts of the U.S. "Major” launches during the NBA Playoffs, a time when our core target of multicultural men are tuned in. It also comes on the heels of the blockbuster Black Panther, showing how much hunger there is in the U.S. for stories about characters of color.
ClientBriefOrObjective
Production design required weeks of meticulous research to ensure all details were period accurate. Costumes were made or pulled in London and Prague and brought to Ukraine. Taylor’s replica bike was painstakingly rebuilt, along with the secondary bikes, from archival photos and museum references. Taylor’s wardrobe and hairstyle were also inspired by actual photos. We didn’t want to just make a historical film; we wanted it to feel fresh, modern and in keeping with the Hennessy brand. We established a look that delivered authenticity but was still exciting—a bit moodier—for today’s V.S consumer. From racing sequences without helmets and recreating old powder camera flashes to building a custom track to transition us into the forest and hand-painted stadium signage and more, everything was carefully designed to create an authentic emotional connection.
BriefExplanation
“Major” is based on the true story of world-champion cyclist Marshall “Major” Taylor. The film begins in the middle of an early 1900s velodrome race and quickly morphs into a surreal psychological chase—a dreamlike journey into the mind and soul of a dominant athlete searching for rivalry.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Production Design / Art Direction
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