We created a collage-inspired identity system, layered with handwritten elements and unexpected compositions. The result was a dynamic visual language that honors both Nas’ raw honesty and Hennessy’s own unfiltered legacy. The campaign stood out not just for who it featured, but for how it felt: personal, emotive and real. It paid tribute to the personal histories that shaped Hip Hop—and reaffirmed Hennessy's place within it.

From key visuals to OOH and social media content, we crafted a 360 campaign rooted in intimacy and truth. The film centerpiece was narrated by Nas himself, reading a handwritten letter to hip hop—his reflection on the genre’s influence on his life and artistry. To bring this to life visually, we worked with Bronx-native photographer and director Renell Medrano, capturing Nas in moments of quiet power and personal reflection.