While Creative Services Director for Costa Cruises North America, I identified a need for more modern, more American looking photography for brochures and website use. If our potential customer was to be inspired to sail with us, they had to be able to see themselves reflected in the advertising. I was in charge of the team that conducted a still photoshoot aboard a working cruise ship--first in the Caribbean with 8 Models, 6 Crew and the Photographer, as well as Corporate representatives and part of the creative team from our Ad Agency. I was liaison between the Italian corporate offices, the ship, the agency and our own Costa management team. I was responsible for all logistics, photographer and talent selection, wardrobe selection and shot lists. I was responsible for shot selection and post-production retouching, as well as long-term asset maintenance.
It was so successful, we did it again on a smaller scale in Europe. We chose to bring the same hero couple so that our photos would be a continuation of the story we started to tell back home.