Iceland’s dramatic contrasts, volcanic blacks, glacial blues, and raw, untamed textures became the creative foundation for Norwegian Cruise Line’s christening of PR1MA, a ship built around exploration.
As art director, I translated the landscape into a cohesive visual system across environmental, print, and digital design. The goal was to immerse guests in the spirit of discovery, echoing the experience PR1MA was designed to deliver.
Leading a team of designers and producers, I navigated tight timelines and ongoing collaboration with Norwegian’s events team to bring the vision to life. It resulted in a launch that seamlessly connected place, brand, and story.
11x11 program designed for the kick-off event that was held at Harpa Theater in Reykjavik, Iceland.
Harpa Theater Tickets
Elevator Wrap
Looping motion design for Harpa lobby screens
The following examples show some of the motion screens and themes I designed/art directed for the event.
I collaborated with Katy Perry’s creative team in designing her digital screen backdrops for her NCL Prima christening performance.
For Daði Freyr’s performance, I was tasked to develop and design the story that played throughout Daði’s set on the screen behind him. The story follows Dadi exploring Iceland with each song. As he explores Iceland, he encounters new friends that join him on his Journey.
