‘Major’ is the latest installment in Hennessy’s award-winning ‘Wild Rabbit’ campaign, centered on the theme of pushing the limits of potential. The spot, directed by Derek Cianfrance out of Radical Media, perfectly encompasses the spirit of Hennessy’s “Never stop. Never settle.” mantra through the remarkable, yet widely unknown story of Marshall “Major” Taylor.

In the late 1890s Marshall “Major” Taylor became the best cyclist of his time, and throughout his career dominated his competition in the U.S and abroad. He held seven world records by 1898, and in 1899, became the first African American to win a world championship. As one of the world’s first international sports stars, Marshall “Major” Taylor became an unrivaled champion whose “Wild Rabbit” fueled his search for a worthy adversary, which he never found, and his drive, determination, and ongoing quest to pursue his dreams and break barriers is reflected across an impressive career.

The Mill’s VFX team, led by David Fleet and Gavin Wellsman worked closely with Cianfrance and the creative team from Droga5 to bring the powerful story to life through a multitude of digital effects, including some scenes crafted almost entirely in CGI.