The GOAT teams up with the world’s best cognac to drop brand new bottle.So for this campaign, we leaned into the man himself. The memes. The jokes. The convos. He hears them all. So we flipped them on their head and gave fans even more reason to love him, and haters more reason to love to hate him.
In the end, we didn’t just embrace the memes—we became one.

Role: Creative Director

D&AD Luxury Wood Pencil 2025
Cannes Lions Luxury Shortlist 2025

Teaser

For the first time ever, we got LeBron James to acknowledge the long-standing joke about him only reading the first page of books.
And we did it by creating a book titled The First Page, a symbolic introduction to the beginning of a beautiful friendship.

Next, we unveiled the contents of the book: the story of Hennessy and LeBron coming together. And, as promised, the book contains only one written page, symbolizing that the rest is yet to come.

When you’re a king, you get immortalized in the form of an extravagant painting.
When you are an iconic basketball player joining a new team, you’re welcomed to the city with a larger-than-life mural.
We brought both those worlds together to formally welcome King James to Team Hennessy.

The Launch

Before this year’s Olympics, there was a video of Team USA players spinning a ball on their fingers and LeBron wasn’t able to do it. So we thought, what better way to introduce the Hennessy x LeBron Limited Edition bottle to the world than with a bit of redemption for King James?

Bron vs. Henny

After the launch of the Limited Edition, LeBron joined his best friend and business partner, Maverick Carter, on a game show-style interview.
Here, we put LeBron’s knowledge of Hennessy—and maybe even himself—to the test!

LeHistory

For years LeBron’s been known to… stretch the truth about his involvement in certain events. Some might even call it capping.
But when it comes to his role in Hennessy’s history, LeBron’s finally telling the truth.