art direction Archives - Sian Purdy | Design & Art Direction

P&O Cruises Arvia’s Naming Ceremony

For the naming ceremony of their new ‘sunshine ship’ Arvia, P&O Cruises organised a star-studded event in Barbados. We launched a campaign for the event, where we had some extraordinary elements to work with, including: a YouTube livestream with Arvia’s godmother, American singer-songwriter Nicole Scherzinger; a party on ship and on shore, hosted by DJs and presenters Trevor Nelson and Sara Cox; live sets by pop star Olly Murs; and beautiful Caribbean blue skies, sparkling seas, sunshine and white-sand beaches.

We created the hashtag #HelloArvia to unite the campaign along with devising a unique look and feel, which pushed the boundaries of the P&O Cruises brand. Social assets, mastheads, end frames, a live countdown – it was a huge content production.

109 individual posts were created across the campaign (on Facebook, Twitter, Instagram and YouTube). The results are impressive, and smashed all targets:

5m total unique reach
59.1k live views on the night and more than 203k to date
Trending #2 on YouTube (UK) – the naming ceremony, the day after the event
542,441 accounts reached organically on the day on Facebook and Instagram
3.9m reached across Facebook and Instagram for all Arvia posts
3m total impressions across Facebook, Twitter and Instagram

Our campaign was recognised and won the awards for ‘Best use of content on social media’ and ‘Best use of content in a live or experiential setting’ at the Corporate Content Awards 2024.

Creative direction, video editing, content creation.

P&O Cruises on TikTok

Launching P&O Cruises on TikTok with a bang. Captured and art directed content on social-first shoots, including directing crew on TikTok trends. Creative lead, overseeing content creation and visual identity.

Since launching in December 2024, we gained over 13k followers in just 2 months, with one video hitting a whopping 341.6K video views.

P&O Cruises Social // a closer look at the refit

When one of the ships had a refit and refreshed the interior spaces, we challenged ourselves to come up with a creative way to showcase the newly decorated spaces and finer details on social.

John Lewis // Large Elec & TV installation guides

Creative direction of the installation videos for John Lewis large electricals and TVs. Commissioning, collaborating and art directing illustrator and animator to bring the vision to life. Designed the downloadable installation checklists.

All videos and checklists can be found on the John Lewis webpage here:

https://www.johnlewis.com/our-services/home-appliance-installation-and-disposal#intcmp=ic_20240905_homepplianceinstallation_cs_osvs_a_smlb_

Greene King Social // Farmhouse Kitchen with Kym Marsh

Directing Kym Marsh on some social-first content to promote the launch of Farmhouse Kitchen. Art directed, self-shot and edited.

Greene King Social // The Roebuck

The much-loved Roebuck on Richmond Hill had been lovingly reclaimed, restored and elevated by the Greene King group, and reopened with a brand-new, more premium proposition. We launched this with a social-first campaign, aimed at boosting engagement among loyal customers, increasing and sustaining growth of traffic and engagement on their social channels, and raising awareness among new audiences. The challenge was to reflect a premium aesthetic, whilst maintaining a social-first approach to stay true to platform behaviour.

For the first 10 weeks of our social campaign to relaunch The Roebuck in Richmond, The Roebuck’s Instagram followers increased by 43% and Facebook followers increased by 8.5%. Reach on Instagram increased by 60% and engagement is up 10.8%, and figures continued to rise. Sentiment on posts was overwhelmingly positive, and visitor numbers increased so much that we had to refocus the social content away from food to drinks, as the pub was struggling to meet demand for table bookings.

Avon // Mood film

A mood film for the launch of Nova by Avon.

Creative direction & video editing.

P&O Cruises // Gary Barlow

A multi-channel 360 campaign to introduce Gary Barlow as a brand ambassador of P&O Cruises. Social content involved a series of teasers for the audience to guess who this was going to be, encouraging engagement with a touch of gamification.

Following the launch campaign, we conducted a series of shoots to continue the story of Gary’s involvement with P&O Cruises. One of which was a talent competition, which involved capturing social-first content with Gary Barlow in the form of PTCs and BTS.

P&O Cruises // Social Shoots & Reels

Ocado Social // 12 days of Christmas

The brief: to promote Ocado products during the Christmas period. Our response: a social-first campaign featuring 12 assets to represent the 12 days of Christmas, using charming stop-frame animation and super-creative props. Commissioning and art directing photographer and stylist on the shoots. Using platform-native social mechanisms and competition elements to help boost engagement.