In 2023, Hennessy marked its 50th anniversary, a milestone that offered more than a brand celebration. It was a chance to honor its deep, decades-long connection to hip hop culture. As the genre rose, so did Hennessy's relevance, becoming an enduring symbol within the community. To commemorate this cultural legacy, Hennessy partnered with pioneering artist Nas: an icon whose story reflects the brand’s dedication to authenticity.

NR2154 approached the brief by celebrating hip hop as a lived cultural force, not a trend. We grounded our creative direction in truth, texture, and legacy—building a system that honored personal narrative and visual honesty.

We created a collage-inspired identity system, layered with handwritten elements and unexpected compositions that challenged traditional luxury codes. The result was a dynamic visual language that honored 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.