Hennessy needed a new idea to bring its Spirit of the NBA partnership to life. The insight: more than desire, or skill, or even athleticism, the ability to see things differently has always pushed the game forward.

Steph envisioned that he could shoot from anywhere. LeBron envisioned that players could be more than just players. Sneakerheads envisioned that high performance shoes could be collector’s items.

So we created a multi-year brand platform dedicated to the radical court vision that takes NBA culture to new heights. First up, Victor Solomon - a visual artist who had just been tapped to use to redesign the league’s trophies.