Hennessy
Drone Light Show
— Esplanade, Marina Bay
For the Hennessy brand promotion campaign in Singapore, MIRS Drone Show deployed 500 drones above the Esplanade and Marina Bay in a performance built around a dragon formation against the Singapore skyline. The aerial show reached the Esplanade precinct audience and the wider Marina Bay waterfront, generating campaign footage that extended the activation beyond the event itself.
Mission Objective
The Brief
Hennessy required a brand activation in Singapore capable of generating high-quality campaign footage while delivering a live aerial spectacle for the invited audience at the Esplanade precinct. The brief called for a dragon formation at scale, visible across Marina Bay and designed to translate into compelling visual content for the campaign.
More Than Marketing
Premium cognac campaigns in Southeast Asia increasingly require outdoor experiential components that can generate both live moments and social media content at scale. The Esplanade and Marina Bay precinct provides one of Singapore's most recognised night backdrops, but the adjacent restricted airspace requires precise authorisation planning. MIRS Drone Show coordinated CAA Singapore clearance, formation geometry design for the Marina Bay viewing corridor, and a performance structure that served both the live audience at the Esplanade and the aerial camera requirements of the brand campaign.
Mission Assets
Creative Performance Design
Designing for a City Skyline
The Esplanade precinct sits at the edge of Singapore's restricted Marina Bay airspace, requiring CAA Singapore authorisation and careful coordination with the adjacent Esplanade venue operations. The dragon formation had to retain legibility in three dimensions: readable from ground level on the waterfront, from elevated hotel and building positions across the bay, and from the aerial camera angles needed for campaign footage. Formation geometry was scaled to the Marina Bay sightline, with the dragon silhouette designed to be immediately recognisable rather than abstract at viewing distance from the waterfront.
Narrative Arc & Camera Strategy
The performance opened with ambient drone formations above the Esplanade, establishing scale before the brand sequence began. The dragon then assembled in the night sky, its silhouette built in 500 drones above the Singapore waterfront with the Esplanade and city skyline framing the formation. The sequence moved through a city-level formation with the Marina Bay backdrop before building toward the finale, where the full drone fleet formed above the bay in a closing configuration timed for aerial photography. The Esplanade precinct and the wider Marina Bay waterfront served as the live audience frame for a performance designed equally for the cameras recording it.
- Dragon above the Esplanade A full dragon formation assembled in 500 drones above the Esplanade, with the Singapore skyline as backdrop, serving as the centrepiece of the performance and the defining image of the Hennessy campaign activation in Singapore.
- Dragon in motion — cityscape The dragon sequence was choreographed in motion across the Marina Bay night sky, tracing the silhouette of the formation against the city lights in a display visible from across the waterfront.
- Marina Bay finale The show concluded with a finale formation above Marina Bay, combining brand imagery with the full Singapore skyline in a closing sequence designed for aerial footage and social media reach.
- Waterfront audience reach The performance played to the Esplanade precinct and Marina Bay waterfront, reaching both the invited brand audience and the wider public gathered in the area on the night of the activation.
On-Site Execution
Pre-Show Planning
Pre-event coordination covered CAA Singapore airspace authorisation for the Marina Bay restricted zone, ground staging logistics at the Esplanade precinct, and formation geometry testing for legibility at waterfront viewing distances. Show timing was aligned with the brand campaign event programme, with cue protocols established for the transition between the live audience activation and the aerial photography sequence.
Day-of Operations
The drone fleet staged at the designated Esplanade-area launch zone. The dragon formation sequence launched on cue, with the city and Marina Bay backdrop framing each formation as planned. The finale formation above Marina Bay executed as rehearsed, with aerial camera positions capturing the full formation against the Singapore night skyline.
500 drones. One dragon. Above the Esplanade.As Referenced In
The Hennessy Singapore brand activation above the Esplanade and Marina Bay was covered across lifestyle and brand media in Singapore.
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Frequently Asked
How many drones were used for the Hennessy brand promotion drone show in Singapore?
MIRS Drone Show deployed 500 drones above the Esplanade and Marina Bay in Singapore for the Hennessy brand promotion campaign. The dragon formation was the centrepiece of the performance.
Where did the Hennessy Singapore drone show take place?
The drone show took place above the Esplanade precinct and Marina Bay waterfront in Singapore. The performance was visible across the bay and from the surrounding Marina Bay district.
What formations appeared in the Hennessy brand promotion drone show?
The show featured a dragon formation above the Esplanade, a cityscape dragon sequence against the Singapore skyline, and a finale formation above Marina Bay — all choreographed as part of the Hennessy brand campaign.
Who produced the drone show for the Hennessy Singapore brand campaign?
MIRS Drone Show produced the 500-drone performance for the Hennessy brand promotion in Singapore, handling CAA airspace authorisation, dragon formation design, and on-night execution above the Esplanade and Marina Bay.
What Clients Say
The dragon formation above the Esplanade was exactly the kind of statement the campaign called for. You could see the scale from across Marina Bay, and the footage gave the brand a visual that circulated well beyond the night itself.
"We launched our new collection above Marina Bay with 1,300 drones and the results exceeded every expectation. MIRS translated our brand identity into aerial art — our logo and campaign message animated live in the night sky. Organic content from guests went globally viral within hours of the show."
"The 2,500-drone New Year's Eve show above our waterfront was the most talked-about moment our city has seen in years. Every formation was timed with incredible precision to the countdown music. The crowd reaction was unlike anything we had witnessed before. MIRS is already confirmed for next year."
"Working with MIRS was seamless from the first briefing to the final flight. They understood the brief immediately, proposed creative formations we hadn't imagined, and delivered with military precision on the night. The footage became our most-shared asset of the entire year."
"We needed a centrepiece moment for our annual summit that our delegates would never forget. MIRS delivered exactly that — a 1,000-drone show that had 3,000 executives completely speechless. The production quality, the safety standards, and the creative execution were all world-class."