The Future of Cruising

When MSC Cruises wanted to run a sustainability campaign, we told them it was only possible if they were fully honest about themselves — and about the state of the industry.

So instead of a highlight reel of passenger experiences, our campaign asked the tough questions cruising needs to face. Can they improve fuel, waste, and recycling? Be kinder to the oceans? What does the future of cruising really look like?

I jumped in as the Senior Art Director after the idea had been sold, hit the floor running, taking charge of shaping the look and feel of the entire campaign, from typography and tone of voice to key visuals, film, photography style, and social media. We even developed a new brand book and toolkit for their internal agency to follow.

I flew to Milan to present everything and align their team with the creative direction, making clear what to aim for (and what to avoid). We brought in a well-known director for the film and a top photographer, and planned a shoot that ran alongside production — all while sailing the Mediterranean.

The campaign launched globally across film, print, social, and local markets.

Agency: 180 Amsterdam • ECD: John Messum • Creatives: Tom Zaranko, Cristiano Signore • Director: Gary Freedman • Production: MJZ