The cruise scenario has evolved, increasingly placing consumers at the center of its storytelling, aiming to make cruising not just a way of traveling, but a unique experience. The fact that players are moving in this direction has made communication more homogeneous, too often focusing on the fun side, making the representation of ships indistinct and the portrayal of cruises both intrusive and unappealing.

MSC Cruises has always distinguished itself with its elegance and delightfulness, both in the design of its ships, the experiences on and off board and in its respect for the sea it has been navigating for over 100 years.

With the campaign "For a Greater Beauty," we started from this very point: we elevated the mere concept of cruising, creating a film that demonstrated the love for the beauty of MSC Cruises and all the people who, traveling on its ships, seek it in the world.

The visual approach and treatment of MSC Cruises’ “For a greater beauty” was developed alongside production and shot with over 14 km’s of film.

The use of 35mm, 16mm, and 8mm film allowed us to craft a layered, textured visual language that sets the brand apart from its competitors in terms of aesthetic refinement. The edit creates a cadence and a rhythm through the variety of its cinematography with huge cinematic wide shots, both from the ground and air: to macro details, pattern, and expression of light.

The final result embraces the roughness of the 35mm film to create an intimate visual storytelling that places the audience in contact with the many forms of beauty found on an MSC cruise. It’s a wonderful sequence of stills in movement, like a series of prints that come to life, to be admired both singularly and collectively.