Hennessy
As a creative strategist for Hennessy, I led the narrative development and content strategy for “Meet the Ambassadors,” a social-first content series spotlighting the voices behind the bar and behind the brand. Designed to engage both consumers and the trade community, the campaign strengthened storytelling and advocacy by highlighting the human side of Hennessy—bridging heritage with contemporary culture.
Personal Stories Told Through Cocktails
Campaign Credits: Sherril Hwangbo (Creative), Astrid Parenty (Design), Natalia Mrozek (Design), Danielle Cieslewicz (Production), North Sea Air
Idea
For Hennessy, we faced the challenge of engaging U.S. consumers at a time when Gen Z alcohol consumption is declining. To connect with Gen Z, we built a content series designed to spotlight our team behind the bar. Each episode featured an Ambassador sharing their personal connection to the Maison, their take on crafting cognac cocktails, and what fuels their creativity—bringing warmth and relatability to the brand’s voice.
Approach
To deepen storytelling and product relevance, we turned to Hennessy’s own U.S. Ambassadors—voices that resonate with regional communities and trade. I brought the series to life by crafting the overarching narrative, defining the episodic structure, and shaping the creative strategy to ensure brand consistency, cultural authenticity, and audience engagement across all touchpoints.
Impact
The series generated the highest social engagement of H1, organically amplified across Ambassador and partner channels. Beyond performance, the series resonated with both trade partners and consumers, giving Hennessy a fresh, authentic voice. It also extended the brand’s reach cost-effectively — creating a template now used for other activations.
Sherril H., Content Creative Director, Moët Hennessy