HENNESSY AT BAL

I was brought in under Air Agency to lead the creative direction and management of the Hennessy Hospitality Area at the Basketball Africa League (BAL) tournament in 2024. The goal was to create a premium, immersive brand experience that aligned with Louis Vuitton Moët Hennessy values and felt effortless at a global sporting level.

I led the concept and delivery of the space, shaping everything from the look-and-feel and spatial flow through to the guest experience. This included sophisticated branded décor, a considered hospitality setup, and interactive moments designed to bring the world of Hennessy to life in a way that felt social, elevated, and culturally credible.

The work required tight coordination across multiple stakeholders, including the NBA, to meet the standards and operational realities of an international tournament environment. The result was a highly praised hospitality experience that reinforced Hennessy’s positioning and left a lasting impression on guests.

Client: Air Agency (Hennessy)
Role: Creative Lead, Project Lead

Basketball game inside the arena with players, referees, and spectators watching from the stands.
A small potted green plant with reddish stems on a shiny black table in a large indoor venue with a blurred screen displaying people in the background.
Close-up of a Hennessy cocktail menu featuring three drinks with different garnishes, placed on a table in a dimly lit restaurant or bar setting.
Large electronic scoreboard display showing a basketball game between Petro de Luanda from Angola and RSA Cape Town Tigers, with the score 73-58, and 1 minute and 31 seconds remaining in the third quarter.
A colorful NBA-themed display with the slogan "The Spirit of the Ball" and branding for Hennessy, featuring a silhouette of a person and a fence in the background.
Empty seating area with cream-colored, plush chairs and small tables in front of large blue, red, and white banners displaying NBA and Hennessy logos inside a sports arena.
A lounge area with white sofas and chairs, decorated with green plants, overlooking a large, brightly lit basketball arena with a game in progress on the court.