An amalgam of artistry
Hennessy X. O is inaugurating its new Odyssey campaign with film director Nicolas Winding Refn. For the project, Hennessy granted the director of Drive free rein to express a universally subjective theme: the sensation of Hennessy X. O. Refn weaves a rich tapestry illustrating the cognac’s taste and feel. The result perfectly depicts the spirit of the campaign’s storyline, “Each drop of Hennessy X. O is an odyssey.”
True to Refn’s conceptual signature, this striking narrative quickly pierces a smooth veneer and flows through a dreamscape of color, texture and elements such as water, earth, fire and metal. Through a topography of flowing liquid and gentle curves, the director offers powerful images that capture such intangible sensations enveloped in a cascade of flavors.
“Taste is a powerful sense,” director Refn notes. “Experiencing certain tastes creates the sensation of a journey. The complex flavors in Hennessy X.O excite the palate and offer rich contour and contrast, opening the door to unique experiences.” This is very much evident in his film.
Refn was born in Copenhagen, Denmark, and raised in New York. He has written, produced, and directed many classic films including The Pusher Trilogy, Bronson, Valhalla Rising, Drive, and Only God Forgives. In addition, he has directed commercials for upscale brands. His most recent feature film, The Neon Demon, is scheduled for release this year.
For the Hennessy X.O Odyssey, Refn collaborated with film composer Cliff Martinez. He is the talent behind the scores of Refn films, Drive and Only God Forgives, and has done the soundtrack for Refn’s latest film Neon Demon.
The print campaign was orchestrated by photographer Dan Tobin Smith, a specialist in installation and still life photography. He has established an important commercial portfolio in the luxury sector, in addition to his personal work and exhibitions such as his much- noted “Alphabet” series. This is his first collaboration with Hennessy X. O.