Hennessy was considered a traditional brand with highly codified communication based on social status and success. How then to modernize the brand and open it up to a new generation of consumers?

We developed a new territory for the brand: each drop of Hennessy XO is an odyssey. Far from the codes of the cognac and luxury market, this new territory is a true immersion into a new universe, an ultra-sensory journey putting the brand's craftsmanship at the service of a unique experience for the new generation of consumers. Since 2016, we have developed three chapters of this Odyssey with three different directors, building a coherent and unique territory:

Nicolas Winding Refn, director of "Drive" and "Only God Forgives," captured the sensory essence of Hennessy cognac through an immersive exploration of sensations.

The film depicts a hypnotic journey where each stage represents a characteristic of cognac: the sweetness of sugary notes, the intensity of spices, and gradual warmth. With striking visual aesthetics and an enchanting soundtrack, the work immerses the viewer in a multi-sensory experience.

Ridley Scott, master of science fiction and dystopian worlds, transposes the Hennessy universe into an epic where each world represents a facet of cognac.

Blending futuristic visuals and epic storytelling, the film explores fantastic realms illustrating the complexity of Hennessy X.O blends. Each environment conveys a sensation, from fluid flames to chocolaty calm, creating a dreamlike and sensory fable.

Damien Chazelle, known for his rhythmical and emotional storytelling, especially in films like "La La Land" and "Whiplash," captures the essence of cognac through an intimate and lyrical story.

The film illustrates the passion and creativity of cellar masters, playing on the emotional intensity of music and movement. The narrative rhythm shifts between moments of introspection and exhilarating flights, reflecting the sensory richness of cognac.