Princess Cruises
Social Campaign | Animation | Experiential Design
A cinematic, scroll-stopping campaign that brought the spirit of cruise travel to life through myth, magic, and movement.
Project overview
“I Love This Boat” reimagined the Princess Cruises brand with a whimsical, world-building approach. Inspired by the mythology of the sea, we introduced the Sea Witch—an enchanting figure whose flowing form revealed the destinations and wonder of cruising. The campaign launched across paid social, in-cabin screens, and even physical touchpoints on board.
The Challenge
- Modernize the brand while maintaining luxury positioning
- Appeal to both existing and new cruise demographics
- Create cohesive experiences across digital and physical touchpoints
Outcome
- Our efforts resulted in a 20% increase in link clicks compared to previous campaigns, significantly enhancing brand affinity and user engagement across paid social channels
- We also contributed to stronger performance in the booking funnel
I helped bring Princess Cruises’ “I Love This Boat” campaign to life through animated storytelling and social-first assets. The campaign captured the enchantment of cruise life—blending destinations into the silhouette of a mystical Sea Witch representing the brand’s spirit of exploration.
Social Media
Created platform-optimized assets for Instagram, TikTok, and Meta—short-form looping videos and animated teasers that built intrigue and boosted shares.
Physical Experience & Merchandise
The Sea Witch visual system extended into branded merchandise (totes, towels, menus), in-room postcards, deck signage, and elevator wraps—creating a cohesive storytelling experience from screen to sea.
Guests were greeted with animated “I Love This Boat” visuals on in-room screens, setting the tone for a magical, story-driven journey from the moment they stepped inside.
The “I Love This Boat” t-shirt featured bold campaign typography and the iconic Sea Witch silhouette, designed as a wearable memory that let guests carry the magic of the journey long after the cruise ended.
Limited-edition postcards celebrate the wonder of each destination—from lush gardens in Japan to sunsets in paradise. Designed with our iconic Sea Witch silhouette.
