Role: Designer, video editor
Tools: Illustrator, Photoshop, Premiere Pro
The Challenge: Produce engaging paid static and video ads for Meta with a premium feel, showcasing the beautiful destinations Princess Cruises ships visit and the above-and-beyond customer service. Create short-form videos that show this in a very limited time period (15 and 6 seconds).
Static and Carousel Ads
These ads are designed to be scroll-stopping, cutting through the visual noise on social media. They combine two stunning, contrasting images to form a unique design (50 in the 50th-anniversary post, J in the Japan post, and the Princess logo in the last 4 images). They are designed to maximise appeal within the limited attention customers have (research shows that users take about 1.7-2.5 seconds to decide whether to engage or keep scrolling) while browsing Meta platforms.
Similarly, these videos are designed to get right to the point and showcase Princess Cruises' premium offerings and wonderful destinations. Clips are chosen and edited based on their emotional resonance. Videos are limited to 6 or 15 seconds. This is based on insights that videos capped at 15 seconds achieve significantly higher complete - view rates. Additionally, the first 3 seconds are designed to capture viewers’ attention.