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Droga5 Celebrates African American Cycling Legend in Latest Creative Work for Hennessy




Marshall “Major” Taylor may not be a household name even among cycling racing fans, but a little more than a century ago he was known as the world’s greatest athlete. Now, thanks to the cognac brand Hennessy, his story is enjoying a major revival.

Taylor was not only the first African-American cyclist to take a World Champion title, he was also the second African-American athlete to win a world title in any sport. He began racing in 1896 at age 18, and three years later won the sprint event at World Championships in Montreal. Though he earned global fame, he regularly faced racial discrimination and was barred from races in many parts of the South. Still, he went on to set several track world records, eventually retiring to Massachusetts at age 32.

“In a word I was a pioneer, and therefore had to blaze my own trail,” Taylor, who was nicknamed the “Black Cyclone,” once said of his athletic success.

Led by creative agency, Droga5, Hennesy's new ad spots were filmed in the Ukraine using an “unnamed pro cyclist” portraying Taylor. “The cyclist raced flat-out for four days straight in these awe-inspiring settings,” Giles Woodyer, Hennessy’s senior vice president for the US, told Adweek. “He was so inspired that he raced from dawn to dusk to make certain that he did justice to Taylor’s story. That was a truly moving experience.”


CREDITS
Client Moët Hennessy

Agency Droga5 NY
Creative Chairman David Droga
Creative Partner Duncan Marshall
Executive Creative Director Alexander Nowak
Senior Copywriter Phil Hadad
Senior Art Director Marybeth Ledesma
Group Design Director Rich Greco
Junior Designer Alison Lee
Junior Designer Andrew Diemer
Junior Technologist Chloe Karayiannis
Global Chief Strategy Officer Jonny Bauer
Group Strategy Director Ramon Jimenez
Strategy Directors Ben Brown
Strategist Midori McSwain
Head of Communications Strategy Colleen Leddy
Communications Strategy Director Delphine McKinley
Communications Strategist Mariel Milner
Chief Creation Officer Sally-Ann Dale
Co-Directors of Film Production Jesse Brihn, Bryan Litman
Associate Director of Film Production Ruben Mercadal
Associate Producer, Film Sasha Pace
Music Supervisors Mike Ladman, Jonathan Hecht
Co-Director of Interactive Production Justin Durazzo
Producer, Interactive Alyssa Cashman
Director of Art Production Cliff Lewis
Associate Director, Art Production Bianca Escobar
Producer, Art Frannie Schultz
Director of Print Services Rob Lugo
Producer, Print Rose Mahan
Group Account Director Lindsay Cole
Account Director Katie Lancaster
Account Manager Jake Stopper
Associate Account Manager Kevin Lee
Director of Business Affairs Jocelyn Howard
Senior Business Affairs Managers Marcelle Gruman, Ann Marie Turbitt
Associate Counsel Erica Palaia
Project Managers Hillary Jordan, Kristin Robinson

Client Moët Hennessy
SVP, Hennessy, Moët Hennessy USA Hennessy Giles Woodyer
Hennessy Global Chief Marketing Officer Thomas Moradpour
Brand Director, Hennessy V.S & Black, Moët Hennessy USA Marion Daunizeau
Global VP Marketing, Hennessy Premium Range Amanda Hawk
Brand Manager, Hennessy V.S & Black, Moët Hennessy USA Ryan Chappell
Hennessy Trade Marketing Director, Moët Hennessy USA Rachel Li

Production Company Radical Media
Director Derek Cianfrance
DOP Roman Vasyanov
Executive Producer (Radical Media) Jim Bouvet
Producer Tommy Turtle
Production Designer Ged Clarke
Costume Designer Zelda Sellars
1st AD Dennis Sonin
2nd AD Mariko Atamanenko
Executive Producer (Radioaktive Film) Darko Skulsky
Head of Production (Radioaktive Film) Sasha Bevka
Key Visual Photographer Jack Davison

Editorial The Quarry / Wax
Editor Paul Watts
Lead Assistant Editor Drew Balke
Additional Assistant Editors Audrey Weiner, Jim Robinson
Executive Producer (Wax) Toni Lipari
Executive Producer (The Quarry) Tor Adams
Producer (Wax) Annabelle Cuthbert
Producer (The Quarry) Charlie Morris

Post Production The Mill
Executive Producer Melanie Wickham
Senior Producer Freya Hewett
Production Coordinator Mia Lalanne
Shoot Supervisors and Creative Directors Gavin Wellsman, David Fleet
2D Lead Artist Christoph Schroer
3D Lead Artist Jasper Kidd

Telecine Company 3
Senior Colorist Tom Poole
Assistant Colorist Jenny Montgomery
Producer Alexandra Lubrano

Supporting Production Company Second Child
Photographer Paul McGeiver
Senior Retouchers John Ciambriello, Mike Vorrasi, John Clendenen
Retouching Coordinator Michael Mockler

Music (Main Film) Woodwork Music
Composer Philip Kay
Producer Andy ​Oskwarek, Sam Phillips

Music (Teasers)
Artist Haxan Cloak
Song Title ‘​Hounfour Temple’

Sound Design Q Department
Sound Mix Sonic Union
Sound Mixer David Papa

Marshall ‘Major’ Taylor Estate Research
Nickerson Research (Susan Nickerson, Chris Lutz)

BTS Film
Directors Alex Stratienko (Shoot location portion) Brian Lannin (NAS portion)



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