Across 55 fights, Canelo Alvarez has sat in 55 stools. And it’s what he does here - and what others don’t - that makes him a master. While other fighters are just trying to breathe, Canelo has already come up with 100 different ways to beat you. This is where he rises above the competition; where visualizes what’s next; where he most embodies the Hennessy philosophy of “Never Stop, Never Settle”.

So for his 56th fight, we created a film with Hennessy that highlights Canelo’s path to mastery. We transformed the 55 stools from his previous fights into a surreal visual journey that all leads to the fighter he is today, and the fighter he’s about to become.