Henessy wanted to celebrate Canelo Alvarez’ 56th fight by showcasing the unique way he embodies the brand philosophy of “Never Stop, Never Settle”. We decided to tell Canelo’s story by focusing on an unexpected part of his journey - the boxing ring stool. 

We created a surreal film that highlights Canelo’s rise to mastery through the 55 stools he sat in on the path to world champion. Why? Because this is where he rises above the competition. While others are trying to breathe, Canelo is thinking of 100 different ways to beat you. It’s a symbol of the repetition, perseverance and commitment that define both Canelo and Hennessy.