Hennessy spotlights a forgotten African-American cycling pioneer
Marshall "Major" Taylor gets a well-deserved remembrance in latest 'Wild Rabbit' spot
Editor's Pick
In 1899, Marshall "Major" Taylor became the first African-American to win a world championship in cycling. Largely forgotten for decades, the sports pioneer is now memorialized in a new spot for Hennessey cognac, the latest in the spirit brand's long-running "Wild Rabbit" campaign.
A 90-second short film directed by Derek Cianfrance--best known for the Ryan Gosling vehicle "Blue Valentine"--finds Taylor on the track of a velodrome, legs pumping furiously as he zips past competitors with preternatural speed. As he nears the end of the race, his true opponent--Taylor himself--finally comes into focus, exemplifying the campaign's "Never stop. Never settle" tagline.
Shorter 30- and 15-second cuts of the film are narrated by musician Nas, who was the subject of a previous spot in the campaign, as were the father and son explorer duo Auguste and Jacques Piccard. The integrated effort from Droga5 also includes a cycling-inspired fashion collection by Kerby Jean-Raymond of Pyer Moss, a sculpture by Kadir Nelson and an ESPN documentary featuring BMX star Nigel Sylvester and cyclist Ayesha McGowan.
Credits
- Date
- Apr 16, 2018
- Client:
- Hennessy
- Client:
- Hennessy
- Agency:
- Droga5-New York
- Chairperson:
- David Droga
- Creative Partner:
- Duncan Marshall
- Executive Creative Director:
- Alexander Nowak
- Senior Copywriter:
- Phil Hadad
- Senior Art Director:
- Marybeth Ledesma
- Group Design Director:
- Rich Greco
- Junior Designer:
- Alison Lee
- Creative Technologist:
- Chloe Karayiannis
- Global Chief Strategy Officer:
- Jonny Bauer
- Group Director, Strategy:
- Ramon Jimenez
- Director, Strategy:
- Ben Brown
- Strategist:
- Midori McSwain
- Head of Communications Strategy:
- Colleen Leddy
- Communications Strategy Director:
- Delphine McKinley
- Communications Strategist:
- Mariel Milner
- Chief Creative Officer:
- Sally-Ann Dale
- Co-Director, Film Production:
- Jesse Brihn
- Co-Director, Film Production:
- Bryan Litman
- Associate Director, Film Production:
- Ruben Mercadal
- Film Associate Producer:
- Sasha Pace
- Music Supervisor:
- Mike Ladman
- Music Supervisor:
- Jonathan Hecht
- Co-Director, Interactive Production:
- Justin Durazzo
- Producer, Interactive:
- Alyssa Cashman
- Director, Art Production:
- Cliff Lewis
- Associate Art Director:
- Bianca Escobar
- Producer, Art:
- Frannie Schultz
- Director, Print Services:
- Rob Lugo
- Print Producer:
- Rose Mahan
- Group Account Director:
- Lindsay Cole
- Account Director:
- Katie Lancaster
- Account Manager:
- Jake Stopper
- Associate Account Manager:
- Kevin Lee
- Business Affairs Director:
- Jocelyn Howard
- Senior Business Affairs Managers:
- Marcelle Gruman
- Senior Business Affairs Managers:
- Ann Marie Turbitt
- Associate Counsel:
- Erica Palaia
- Project Manager:
- Hillary Jordan
- Project Manager:
- Kristin Robinson
- Production Company:
- Radical Media
- Director:
- Derek Cianfrance
- Senior Vice President, Hennessy, Moët Hennessy USA:
- Giles Woodyer
- Hennessy Global Chief Marketing Officer:
- Thomas Moradpour
- Brand Director:
- Marion Daunizeau
- Global Vice President, Marketing:
- Amanda Hawk
- Brand Manager:
- Ryan Chappell
- Hennessy Trade Marketing Director:
- Rachel Li
- Director, Photography:
- Roman Vasyanov
- Executive Producer:
- Jim Bouvet
- Producer:
- Tommy Turtle
- Production Designer:
- Ged Clarke
- Costume Designer:
- Zelda Sellars
- 1st Assistant Director:
- Dennis Sonin
- 2nd Assistant Director:
- Mariko Atamanenko
- Executive Producer:
- Darko Skulsky
- Head of Production:
- Sasha Bevka
- Key Visual Photographer:
- Jack Davison
- Editorial:
- The Quarry
- Editorial:
- Wax NY
- Editor:
- Paul Watts
- Assistant Editor:
- Drew Balke
- Additional Assistant Editor:
- Audrey Weiner
- Additional Assistant Editor:
- Jim Robinson
- Executive Producer:
- Toni Lipari
- Executive Producer:
- Tor Adams
- Producer:
- Annabelle Cuthbert
- Producer:
- Charlie Morris
- Post Production:
- The Mill
- Executive Producer:
- Melanie Wickham
- Senior Producer:
- Freya Hewett
- Production Coordinator:
- Mia Lalanne
- Shoot Supervisor:
- Gavin Wellsman
- Shoot Supervisor:
- David Fleet
- Creative Director:
- David Fleet
- Creative Director:
- Gavin Wellsman
- 2D Lead Artist:
- Christoph Schroer
- 3D Lead Artist:
- Jasper Kidd
- Telecine:
- Company 3
- Colorist:
- Tom Poole
- Colorist Assistant:
- Jenny Montgomery
- Producer:
- Alexandra Lubrano
- Supporting Production Company:
- Second Child
- Photographer:
- Paul McGeiver
- Senior Retoucher:
- John Ciambriello
- Senior Retoucher:
- Mike Vorrasi
- Senior Retoucher:
- John Clendenen
- Retouching:
- Michael Mockler
- Music:
- Woodwork Music
- Composer:
- Philip Kay
- Producer:
- Andy Oskwarek
- Producer:
- Sam Phillips
- Artist:
- Haxan Cloak
- Song Title:
- Hounfour Temple
- Sound Design:
- Q Department
- Sound/Mix:
- Sonic Union
- Sound Mixer:
- David Pappa
- Marshall Major Taylor Estate Research:
- Nickerson Research
- Production Company:
- BTS Film
- Director:
- Alex Stratienko
- Director:
- Brian Lannin
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