In Cognac, where Hennessy is made, rabbits run wild... but the creatures are rarely seen. Over time, people invented tales about them - a mystical creature thriving in darkness that lives in people's minds. This elusive Wild Rabbit is thought to drive people to success through an unending drive, a gnawing, ravenous ambition. At its core is Hennessy's mantra: "Never stop. Never settle”.

We were commissioned to created this series of black & white mysterious looking Wild Rabbit headlines as part of a major creative OOH & pop-up installations initiative to engage audience to chase their own spiritual wild driving forces. Designed to emulate floating thoughts, inner dreamscape & depth of the mind, we created a series of photographic fluid-based distorted type treatments - set in a jet black environment, giving the artwork a sense of bold attitude.