Case Study
COLLAB WITH A KING 🏀
ART BUYING
HENNESSY
W+K Amsterdam tasked us with finding them a sh*t hot artist to create a Neo-Traditional oil painting and mural of the legendary LeBron James 🐐 to celebrate his iconic partnership with Hennessy 👑 This artwork had to be “fit for a king.” Something that could subsequently be adapted into multiple key visuals, across socials, special edition bottle artwork, in-store builds, billboards and more.
W+K Amsterdam tasked us with finding them a sh*t hot artist to create a Neo-Traditional oil painting and mural of the legendary LeBron James 🐐 to celebrate his iconic partnership with Hennessy 👑 This artwork had to be “fit for a king.” Something that could subsequently be adapted into multiple key visuals, across socials, special edition bottle artwork, in-store builds, billboards and more.
When you’re a king, you get immortalised in the form of an extravagant painting. When you are an iconic basketball player joining a new team, you’re welcomed to the city with a larger-than-life mural. The mural lit up the Los Angeles Coliseum in a stunning projection. It also took over a building near the Crypto.com Arena, plus a distillery in a remote vineyard in Cognac 🌱
The creatives needed this painting to be packed with symbolism and easter eggs a la Taylor Swift tour — in short, it had to be more than just a portrait. Filled with elements that represent his life, childhood, and the path to his future, the artwork captures the richness of his journey. Each detail symbolizes the strength, tradition, and culture that have shaped him—a powerful blend of resilience, vision, and hope.
We commissioned Stefania Tejada, a contemporary artist whose work speaks to strength, resilience, and power. Her artwork conducts a symphony of cultural references, and is packed with natural elements that hold great symbolism and meaning.
The Hennessy x LeBron James campaign is a celebration of two iconic figures: LeBron James, a basketball legend, and Hennessy, a brand steeped in heritage. Through the artistic vision of Stefania Tejada, the campaign presents a rich, symbolic portrait of LeBron that transcends his athletic achievements 🏀👑
Titled “King James: The Dream of Boundless Victory,” the artwork reflects themes of freedom, heritage, and tradition; drawing inspiration from classic French art to honor both LeBron’s personal journey and Hennessy’s legacy.
This work transcends LeBron James’ achievements on the court to honor the man behind the legend. It tells a story not only of athletic greatness, but of heart, loyalty, and the powerful legacy he’s shaping for future generations.
CREDITS:
Agency: Wieden+Kennedy Amsterdam
Art Director: Jimmy Varghese
Head of Production: Jaime Tan
Art Buying: Darklight
Artwork: Stefania Tejada