Hennessy x NBA | All Star Weekend 2023
For All-Star weekend, we brought Hennessy’s first major NBA activation to life with the Hennessy Arena, a massive celebration that embodied the spirt of the NBA. Hennessy took over the Edison House in Salt Lake City, transforming it into the Hennessy Arena to bring Court to Culture to life during NBA All-Star Weekend.
In 12 hours, more than 1,600 people passed through the Hennessy Arena where they enjoyed activations at the intersection of basketball and culture, including an interactive AI experience powered by Midjounrey and Allen Iverson. The private, invite-only experiences at the Hennessy Arena included, musical performances by superstar, Latto, Grammy-award winning artist, Kaytranada, and Kitty Ca$h.
Creative Director: Brian Mackin
Associate Creative Director: Justin Farlo
Senior Art Director: Mau Patarroyo
Associate Director of Partnerships: Kam McCullough
Executive Producer: Elicia Howard
Associate Director of Production: Mur Alexander
Senior Experiential Designer: Alex Mendoza
Graphic Designer: Charlotte Kershaw
Senior Account Manager: Sabrielle Lezeau
Production Coordinator: Patrick Mahar
Agency: Game Seven
