Hennessy In The Paint with
Ballester Hermanos

In partnership with a local Puerto Rico agency, I helped bring Hennessy’s global Taking It to the Paint community initiative to life—an international program focused on giving back through culture, sport, and creative expression.

 

The activation centered on a locally driven basketball tournament followed by a live concert featuring artists from the Puerto Rican music community. Designed to authentically connect with the neighborhood, the experience blended sport, music, and community in a way that felt both culturally relevant and deeply rooted in place.

 

Set in the heart of La Placita, we transformed one of the area’s most iconic venues—directly adjacent to the basketball court—into the central hub for the event. The result was a high-energy, community-forward activation that celebrated local talent, supported Hennessy’s global mission, and created a meaningful, on-the-ground brand moment in San Juan.