Hennessy Maluma
AGENCY: LAUNDRY SERVICE
CLIENT: Hennessy V.S.O.P x MAULMA
POSITION: ACD
I was a hybrid ACD in this role, responsible for both writing and pitching the treatment and approach, directing our content capture team in Brooklyn, as well as creating the digital assets and overseeing our motion team. Below is a case study and process walkthrough of my most recent work for Hennessy x Maluma.
Off the initial approved brief and pitch process, I developed a new treatment style and Vis ID for our Maluma assets.
Our goal was twofold:
To build out the world and identity of this limited collaboration, and to explore the various facets of Maluma’s personality with what would be pre-existing or self-captured talent assets.
Below is a cross section of assets that were built from pre-existing materials at our disposal from the client and artist archive.
(The below being progression from the initial raw asset from client, through the respective feedback, culminating in our final treatment.
Here is an initial, pre-final GFX cut of the edit, incorporating further footage from the product shoot, and additional layers of product direction.
Below are two of our final-approved and trafficked assets. We shot and explored a significant amount of additional content and motion, involving our bottles and a heavier ‘fractal approach’ based on the initial request of “highlighting Maluma’s personality”