Where other fighters rest, Saul Canelo Alvarez continues to rise above and elevate his craft. His dedication to remaining a champion is the ultimate manifestation of Hennessy’s Never stop. Never settle. Philosophy. Now the champion will be moving up in weight category to Light Heavyweight as he faces Sergey Kovalev for the WBO title. The fight will take place at MGM Grand Garden Arena this Saturday November 2. Canelo is looking to win a belt in a fourth different division in a bout to be streamed live on DAZN.

The world’s best selling cognac is celebrating Canelo ahead of his highly-anticipated primetime fight with a new creative digital campaign.  “Where Others Rest, A Master Rises” – represents another chapter in this alliance and reinforces Hennessy’s will of partnering with individuals that not only personify the Never Stop. Never Settle. Philosophy but also believe in the power of community and cultural diversity.

The film was directed by Daniel Askill, famous for directing Sia’s music videos when she crashed onto the scene, including the music video for “Chandelier”.

Canelo’s very unique character, fighting style, rigorous focus and  strategic intellect, made Hennessy want to get into the mind of this master, showing how he never stops and never settles in the pursuit of out-thinking his opponents. With this idea, all 55 stools from Canelo’s 55 fights are used as  symbols of his journey and elevated craft in the boxing ring. This campaign uses the stool as a symbol of the champion’s mastery over his competition.

For other boxers, the stool is the place where they rest and physically recuperate. For Canelo, the stool is where he contemplates his next move; where he gains focus; where he mentally breaks down his opponent; where he crafts new strategies. Essentially, it’s where he rises above his competition: ‘Where Others Rest, A Master Rises.’

This digital-first campaign launched today with teaser films released leading up to Canelo’s 56th fight on Saturday, November 2 in in Las Vegas, where he will go head to head against Sergey Kovalev.

Saul Canelo Alvarez is photographed exclusively for HOMBRE Magazine by John Hong