Play Something New

“Play Something New” is Hennessy Classivm’s lifestyle platform for a new generation of consumers. More than simply encouraging new ways to enjoy cognac, it champions a spirit of curiosity, exploration, and openness to new experiences. Whether it is discovering new social circles, pursuing new passions, embracing new cultural experiences, or expressing oneself in new ways, Classivm inspires people to step beyond routine and convention, uncover new possibilities, and enjoy life on their own terms. Through continuous exploration, it reimagines what “classic” can mean, giving timeless traditions a fresh and contemporary expression.

In 2025, Hennessy Classivm partnered with Wang Hedi (Dylan Wang) to bring the spirit of “Play Something New” to life in San Francisco. Filmed on the iconic basketball court featured in The Pursuit of Happyness, the project transformed a symbol of perseverance and possibility into a contemporary stage for self-expression and exploration.

Blending the energy of street basketball, urban culture, and the city’s distinctive landscape, the film captured Classivm’s belief that new experiences begin with curiosity and the courage to step beyond the familiar. Through dynamic visuals and an optimistic narrative, the campaign reinterpreted the brand’s philosophy for a new generation—encouraging people to embrace new perspectives, new passions, and new ways of enjoying life.