Скачать или смотреть P&O Cruises | PRIDE Cruise | Short Promotional Video Ad #1

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P&O Cruises proclaims they are “Like No Place on Earth.” The cruise liner approached JJW Studio to craft a social video campaign unlike anything else they’ve done before. And this got us excited!

When the pandemic haltered cruising the high seas for over two years in 2020, P&O Cruises got the green light to officially launch their gender and sexuality inclusive PRIDE Cruise, setting sail in late 2022.

To encapsulate the excitement of the cruise and its official launch, P&O felt a long-form comedic video geared for social would best highlight the key messaging that sailing the high seas was back on deck and it’s time to celebrate! Yes, we said it, long-form content. Shocker, right? Let us explain below why we feel so strongly about long-form video content.

As part of the on-board entertainment, P&O has a bevy of queer talent performing and appearing on stage, including Hans (America’s Got Talent | Season 13), Etcetera Etcetera & Coco Jumbo (RuPaul’s Drag Race Down Under | Season 1), DJ superstar Victoria Anthony and Athlete hunk Simon Dunn. P&O wanted to showcase this stellar lineup in the campaign, and as such, they made up our entire cast and what ensured was endless inspiration when crafting the story.

We wanted this video to play out like a reality TV show in the vein of Big Brother and RuPaul’s Drag Race! We took the long-form video route but promised ourselves to make it entertaining. Long-form video is still desirable so long as your story is ripe with likeable characters, has a substantial payoff and the visuals are memorable. But also, knowing where your most engaged audience lies will be crucial to where your long-form video content sits. For P&O, it was Facebook with over 600,000 followers, and this became a big focus for them as video retention rates are much higher on Facebook.

What came from the strategy phase was a comedic story-driven piece that would feature the talent above in all their camp glory. We bounced around ideas on post-it notes during this phase, researched long-form comedic content geared for social, and watched classic reality TV such as Big Brother UK. Through this, we wrote a queer-centric script centred around celebration with touches of sketch comedy and doco-style TV.

Next steps, we went straight into production and would shoot all content across one day along the coast of Sydney amongst a sprawling mansion. The crew consisted of a director, producer, cinematographer, camera assistant, hair & makeup, a sound recordist, and the cast.

Each talent took our direction from the script and then elevated it with their own personal touches and nuances. Let us tell you right now, this was the funniest day on set we’ve ever encountered at JJW Studio!

JJW Studio handled all aspects of the production (except casting, P&O dealt with this aspect) from kick-off to final delivery, utilising up to 15 of our most trusted creatives from pre-production to post-production.

📌 Get started today via https://jjwstudio.co/contact-jjw-studio!

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