Role: Creative Director
2025
To ignite anticipation, we re-staged LeBron’s iconic 2010 “The Decision” interview, and first released a short sneak preview film to his 150 million followers on Instagram. Bringing back suspense to the original moment, he teased them into thinking he might retire before his 23rd season when, in fact, all he was going to do was announce his latest Limited Edition with Hennessy.
The next day, “The Second Decision” launch film went live globally across Hennessy and LeBron’s digital platforms, instantly sparking conversation. Millions tuned in, and dozens of celebrities and hundreds of media outlets covered the big reveal, creating an international news story. It divided opinions, made ticket prices skyrocket, was a global trending topic on X, and Hennessy amplified it even further with live responses to comments online.