Personal and cultural at the same time
Hennessy's 50th-anniversary Hip Hop celebration was anchored by a limited-edition V.S bottle designed with Nas, and the activation needed to match the cultural weight of that collaboration. Working with Laundry Service, we built 'Rep Yours': a personalised album-cover generator that let users put their own face and their New York City neighbourhood at the centre of a Hip Hop visual tradition. The output was a shareable digital artefact that felt specific to the person who made it.The personalisation mechanic was chosen because it is the right one for this audience and this occasion. Hip Hop's visual culture has always been about individual representation within a collective identity. An album cover with your face on it, in your neighbourhood, is not a marketing gimmick: it is a participation in something.
