towards a Greater Beauty
MSC Cruises’ “Greater Beauty” embodies the brand’s main pillars: onboard experiences,
amazing destinations and a more conscious and responsible way of cruising.
To invite people to embark on an amazing journey towards this Greater Beauty, MSC Cruises brought the sea
and its unforgettable wonders in one of the most iconic symbols of beauty in Milan:
La Rinascente.
MSC Cruises turned the iconic department store into an enchanting Beauty Gallery, able to capture people’s eyes
and imagination. A dreamy and fascinating setting where the main façade became, through a spectacular lighting design, a series of waves, and the windows became the perfect places to host six works of art that told a story.
A story about the beauty of traveling with MSC Cruises.
MSC Cruises invited people to admire the Greater Beauty not only on the external area of La Rinascente,
but also on the inside. Many areas of the department store where decorated with the theme and the graphics
of the campaign and a VR headset gave guests the chance to explore virtually one of the ships and be blown away by the breathtaking views of some of the destinations.
Dentsu Creative Italy
Chief Creative Officer: Riccardo Fregoso
Executive Creative Directors: Maurizio Tozzini, Giulio Frittaion
Creative Director: Francesco Sgritta
Designer & Art Director: Nicolò Frontini
Art Directors: Giacomo Putignano, Jonathan Fecola, Cristiana Benso, Sonia Montella
Copywriters: Alice Maselli, Giovanni Luca Orlandi, Alice Costa, Luisa Castiglione
Senior Designer: Stefano Trolese
Motion Graphic Director: Lorenzo Daponte
Motion Graphic Designer: Marco Quarta
3D Artist: Alessio Amato
Client Service Director: Mayna Frosi
Client Director: Ilaria Perrone
Client Manager: Davide Corrado
Project Manager: Eleonora Cappai
Production Manager: Massimiliano Guzzetti
