Brief: As a prominent global brand and cultural staple, Hennessy’s numerous product launches, campaigns, partnerships, and philanthropic efforts lived up to their Never Stop, Never Settle philosophy. As a direct line of communication with consumers, social media was key to developing meaningful connections with their online community.

Challenge: Create engaging, cross-channel content for initiatives and global campaigns to support the U.S. Hennessy team's marketing goals.

Solution: Working with account and strategy, the creative team developed a strategic social playbook, with rules and rationale for developing creative content with cohesive tone and visuals. This included developing evergreen content around cultural moments and community, campaigns and content strands to support launches and philanthropy, and adapting messaging and design from global campaigns to be in-line with communication strategies for U.S. consumers.

Role: My key responsibilities were ideating and executing social content across multiple campaigns for the Hennessy US social platforms and paid media. I led creative brainstorms, directed the production of photoshoots, and managed the production of assets to be strategy-driven, on brand, and on budget.

Social Media Campaigns
Art Director / Senior Designer
Laundry Service
Art Direction, Social Media Design
Premium, Engaging Photo Content

As a D2C brand, product and cocktail photography were at the core of social strategy, but insights showed that still images underperformed. I art directed content to increase engagement through the addition of motion graphics, GIFs, and posts built with story telling beyond showcasing the product.


It was often asked of us to re-purpose photography & design assets from global campaigns to develop content better suited for North American audiences. Developing teasers, in-depth product storytelling, and digital add-ons built excitement and increased engagement.


Hennessy has launched many philanthropic initiatives that focus on uplifting BIPOC communities in the U.S. We developed content and branding for campaigns including Hennessy Hometown, Unfinished Business, and the Never Stop Never Settle Society, to be independent but utilizing Hennessy brand guidelines.