Hennessy Made for More Tour – Lead Creative Strategist

In leading the creative strategy for the Hennessy Made for More tour, I crafted a unique, multi-sensory experience that immersed attendees in the world of Hennessy. This mobile activation, housed in a vibrant red, branded shipping container, traveled through five states and nearly 20 cities across the South, drawing in passersby with its bold visuals and interactive elements. The tour’s purpose was to engage Hennessy consumers by allowing them to explore their cognac preferences through customized experiences and signature cocktails, reinforcing the brand’s luxury yet approachable appeal.

One of the standout elements of the tour was its holographic cocktail lessons, where attendees could learn how to craft classic Hennessy cocktails like the Hennessy Margarita and Hennessy V.S.O.P. Paloma. The lessons were designed to not only educate but to also entertain, using cutting-edge technology to bring the brand’s cocktail-making expertise to life. Alongside these tech-driven lessons, I worked closely with the production team to integrate bespoke lawn games such as giant Jenga and putt-putt, creating a laid-back yet stylish atmosphere that kept visitors engaged and social throughout the event​.

Sensory exploration was a key component of the experience. Attendees were invited to smell custom fragrance strips that captured the essence of the cocktails they were about to taste, enhancing their engagement with the product. The scents ranged from fresh to fruity, creating a memorable way for visitors to connect with Hennessy’s unique flavor profiles. Following this, guests took part in a quiz that used their personal preferences to recommend a Hennessy cocktail tailored just for them. This added a personalized touch, making each attendee feel more connected to the brand​

The photo ops and branded elements also contributed to the tour's appeal. A red Hennessy truck adorned with oversized fruit props became a popular backdrop for photos, helping the brand’s presence go viral on social media. Branded lawn games extended the new campaign into IRL with Jenna, Bocce and Putting Pool. The activation also featured a local DJ and an iHeartRadio booth, keeping the energy high with music as participants moved through the event’s various stations.

In the end, the tour succeeded in blending luxury, personalization, and fun, creating a memorable and impactful brand experience for Hennessy. From scent stations to holographic lessons and custom cocktails, each element was meticulously designed to reinforce Hennessy’s image as a versatile and elevated spirit, perfectly suited for both casual and refined occasions.