Design With Distinction | Cunard Uniform Rollout

Inspiring brand film for Cunard’s new crew uniform rollout, shot at sea, celebrating heritage, craftsmanship and pride across fleet.

Challenge: Launch a new uniform in a way that wins hearts and minds—capturing pride, heritage and modernity—shot in a live ship environment.
Approach: We crafted a cinematic brand narrative around the uniform’s design details and meaning (heritage meets modern function), using real crew, real moments, and fast, planned coverage over two days at sea.
Impact: A flagship rollout asset used across ships worldwide, helping introduce the new uniform to thousands of crewand set a unified standard at scale.

Cunard launched a new uniform for crew and asked us to create an inspiring brand film that would capture the hearts and minds of the people who wear it. The aim was to go beyond “here’s what’s changed” and instead tell a story about identity, celebrating Cunard’s heritage while positioning the uniform as a modern symbol of professionalism, confidence and belonging onboard.

Filmed at sea across two intensive days in a live operating environment, we built a cinematic narrative that spotlights the craftsmanship and signature details of the design, while keeping the focus on how it makes crew feel. The final film became a key piece of the uniform rollout programme across ships worldwide, giving Cunard a powerful, shareable launch asset to introduce the change consistently to thousands of crew at scale.