Carnival Cruise Line Global Campaign
From a brand new logo I designed to a fully-integrated global campaign, I created hundreds of assets for Carnival. The campaign focused on an insight we obtained through testing — people choose cruising to be with like-minded people who just want to have group fun. So we owned this insight in a big way. Below is a small sample of the my work.

Carnival “New Port Cities” Campaign
In order to generate buzz and introduce Carnival to new port cities across the country, we developed many ways to reach customers. As part of our effort to promote group fun, we wanted potential customers to feel fun when engaging with the Carnival brand. In addition to billboards, we took over train stations, covered the walls with giant signage and created a massive “Twister” game in the middle of each station.

We created interactive digital experiences in empty store fronts to provide a little fun for people passing by. Here is a video showcasing the effort:

Carnival Billboards
We worked with our media department to buy space on billboard pairs throughout the country. As part of our “Fun For All” positioning, we captured a carefree game that brings us back to our childhood.

Carnival “Towel Animal Theater” Campaign
The client asked me for 15 and 30 second looping animations of their logo to be used as pre-roll online. They had little budget and asked for something very basic. It was a tiny assignment and the client had low expectations. But it seemed like an opportunity to engage people in a more memorable way than just showing a logo for 15 seconds. We tapped into a small thing we noticed on their ships — in each cabin, the cleaning crew leaves towels in the shapes of animals on the beds of the passengers. We produced dozens of videos and e-cards. Here are a few examples.

The Legacy of “Towel Animal Theater”
We could never have predicted the enormous success of our idea. What started as a series of pre-roll videos blossomed into a massive platform, culminating in the company developing a hugely-popular interactive show on board every ship. They now have live “Towel Animal Theater” shows, towel animal making workshops, and even a how-to book. Good thing we didn’t just put their logo on screen for 15 seconds.

Holland America

Royal Caribbean Cruise Line
It’s an old strategy — sell the category and the client will get a piece of the benefit. Royal Caribbean approached us looking to convince people to take more vacation days off from work. It turns out that millions of days go unused every year. If we can convince people to go on vacation, some will turn to cruising. So we created the social video below.

Celebrity Cruise Line
Celebrity differs from most of the other cruise lines because they offer a premium experience.