Hennessy
Drone Light Show
— Esplanade, Marina Bay

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.

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.