Consumer for Hennessy
A first-person mobile boxing game for Hennessy, built around Canelo Alvarez’s Las Vegas fight.
Mobile Gaming
Game Design & UX/UI
Luxury Brand, Game Format
Hennessy wanted an interactive boxing experience that felt true to its heritage.
Crossing Boxing with Luxury Cognac
Moet Hennessy, founded in 1765, sponsored Canelo Alvarez and asked for a mobile boxing game tied to his fight. The concept explored how boxers train and the movements they use in the ring, under some of the highest branding and aesthetic standards of any project.
The campaign had to be fun and sport-accurate without feeling like a typical promotion.
The game needed to be dynamic, marketing-aligned and a pure reflection of the brand. The primary business goal was collecting emails, with prizes planned from the start to motivate play, and because Canelo’s likeness was required at a specific point, the team settled on a first-person, round-based format.
Building the Boxing World
Boxing movements became 2D interface elements inside a visual world built from scratch.
Research into training methods and punch types shaped the gloves and hit zones that became the main interface. Backgrounds used photo compositing and bag animation for depth, and a custom keyboard matched the brand’s typography and colors, with a glow on key press replacing standard tap feedback.
Results and Repeat Business
Strong engagement led to a second activation for Canelo’s next fight.
The game averaged 163 seconds of engagement, five times a 30-second TV spot, with a 14% click-through rate and 10,000 sweepstakes entries from 106 countries. Hennessy returned for Canelo’s next fight with an elevated, leaderboard-based prize structure.
FAQ
