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Category
Craft - Cinematography / Single
Annual ID
OS_MI19084M
About the Work
“Major” is the fifth installment of Hennessy’s “Never stop. Never settle.” campaign which celebrates extraordinary individuals who push their potential. In this year’s film, we told the true story of world-champion cyclist Marshall “Major” Taylor through a visceral journey that went from a 1900s velodrome race to a dreamlike path into Taylor’s mind. There, he discovers the rival who’s been pushing him all along: himself. We shot on anamorphic lenses to make the visuals feel epic and intimate. We also used hydraulic crane shots, large-scale lighting, in-camera diffraction effects and vehicle mounts to capture the drama from every angle. These techniques helped us transition from fast-paced realism to a dark dreamscape, referencing Sergei Urusevsky. The film launched during the NBA Playoffs, when our core target of multicultural men were tuned in. It also came on the heels of Black Panther, reinforcing the appetite for stories on characters of color.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Droga5 / New York
Production Company
Radical Media / New York
Chief Creative Officer
David Droga
Director
Derek Cianfrance
Executive Creative Director
Duncan Marshall
Alexander Nowak
Felix Richter
Executive Producer
Ruben Mercadal
Strategist
Jonny Bauer
Ben Brown
Creative Team
Marybeth Ledesma
Account Team
Lindsay Cole
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