01 BUILDING ANTICIPATION | COMING TO SINGAPORE

Taking Navigator of the Seas to the Streets of Singapore

To build awareness of Navigator of the Seas’ arrival in Singapore, we developed a high-impact OOH campaign designed to create visibility across key moments in the ship’s launch. The campaign evolved from building anticipation ahead of its arrival to announcing that Navigator of the Seas was officially sailing from Singapore.

MY ROLE

Creative Strategy & Direction · Campaign Briefing · Cross-Functional Collaboration · Production Oversight

I developed the creative briefs and guided the campaign from concept through production, translating marketing objectives into clear creative direction while ensuring alignment across Royal Caribbean’s brand identity, local market needs, and large-format OOH requirements.

02 ANNOUNCING THE ARRIVAL | NOW SAILING FROM SINGAPORE

Once Navigator of the Seas arrived, the campaign shifted from anticipation to launch, announcing that the ship was officially sailing from Singapore. Large-format billboard creative placed the ship front and center alongside a direct “Now Sailing from Singapore” message, creating immediate brand recognition and visibility in the market.

03 EXTENDING THE CAMPAIGN | DIGITAL OOH

To support the upper-funnel Big Time campaign in Singapore, we developed a digital OOH execution designed for the mall environment. The creative adapted an existing brand video into a format specifically designed for DOOH, balancing motion and static brand elements to deliver immediate impact while remaining easy to understand at a glance.

CREATIVE APPROACH

Rather than adapting the full brand video to the placement, I identified a single high-impact moment featuring the yellow slide and directed the motion around a short, seamless forward-and-reverse loop. Motion was intentionally concentrated in one area, allowing the static composition to maintain brand visibility, a clear headline and message clarity throughout the experience.