Hennessy and the NBA collaborate on the 'Lines' campaign, a motion-focused commercial spot that abstracts the graphic geometry of the basketball court. Moving beyond traditional sports advertising, the project uses high-contrast macro cinematography to isolate the white boundary lines of the court as they physically lift and shift against dark, minimal floor planes.
Developed by agency Droga5 New York, the film leans into an architectural aesthetic, utilizing 3D render and CGI techniques to manipulate perspective. The execution channels a tactile, moody tone through low-key lighting and a tight, abstract focus on movement.
