HENNESSCREEN

TitleHENNESSCREEN
BrandHENNESSY
Product/ServiceHENNESSY XO
Category A06. Overall Aesthetic Design
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production GENERAL POP Pantin, FRANCE
Production 2 GUM Paris, FRANCE
Credits
Name Company Position
Stéphane Xiberras BETC ECD
David Campese BETC Copywriter/ACD
Julien Lefevre BETC Art Director
Caroline Grimperel BETC Art Director
Ulysse Lagriffoul BETC Assistant Art Director
Pacôme Gabrillague BETC Director/Animation
Sabine Lineres BETC Director/Animation
Ugo Gattoni - Illustrator/Design character
Karine Grealou BETC Art Buyer
Lola Burban BETC Art Buyer
Annelise Mallard General Pop Post production
Ines Brianceau General Pop Post production
Jérémie Vitard General Pop Producer
Christophe Caurret General Pop Music Creative Director
Florine Perrault GUM Producer
Kristina Duff BETC Agency Management
Clémence Bedouet BETC Agency Management
Jean-Charles Caboche BETC Agency Management
Gaelle Perrier BETC Agency Management

Describe the creative idea

As a brand that takes a century to create one of the most luxurious cognacs on earth, we wanted to celebrate the 150th anniversary of our emblematic XO cognac with our customers and connoisseurs. To reveal the unique spirit of its aromas, we created Hennesscreen, an anamorphic animation film that can only be viewed through a glass of Hennessy cognac. An amorphosis show where all shapes and lines have been specially designed thanks to an optical study to be recomposed through a glass of Hennessy cognac and make it work like a lens. Because one thing that has never evolved is the 3-minute ritual of letting the cognac breathe before taking the first sip. We wanted to create a big impression, that’s why with Hennesscreen, we transformed this waiting time and this century-old ritual into a new experience to explore our XO cognac.

Describe the execution

Ugo Gattoni is an artist and art director working predominantly with graphite or ink. Ugo’s work is a whirlwind of minute details, dreamlike characters and typography. Thanks to an optical study of the curvatures of the Hennessy glass, its dimensions and the refraction of the cognac, we allowed the glass to function as a lens when subjected to the light projection of the smartphone. From this data Ugo Gattoni then made the design of the anamorphosis. And because it takes 3 minutes to taste Cognac XO, this unique show has a duration that corresponds to the 3-minute ritual of letting the XO breathe before taking the first sip. Hennessy has transformed this waiting time and this century-old ritual into a new experience. To strengthen the link with the product, the storytelling of the film is made around the 4 complementary chapters like the 4 stages of the cognac tasting.