As part of Norwegian Cruise Line’s national campaign “Escape to the Great Life,” we brought a piece of paradise to the heart of New York City. A hand painted mural on our high-visibility Soho Wall promoted the brand’s private island in the Bahamas, Great Stirrup Cay.

Amid the hustle and bustle of downtown Manhattan, we created a photorealistic beach scene that captivated passersby. The artwork depicts a sun-soaked hammock gently swaying under palm trees, with a cruise ship anchored in the calm waters behind an idyllic portal to a vacation. Every detail was meticulously painted by our team, transforming the busy street into a temporary escape.

Pedestrians paused to admire the mural, often taking photographs in front of it. Whether they were commuters, tourists, or locals, the mural provided a moment of warmth and serenity, which was exactly the emotional trigger the campaign aimed to evoke.

This inviting visual served as one of the brand’s NYC “escape hatch” activations, part of a multi-channel rollout that included national TV, streaming, and over 250 OOH locations. Our Soho mural stood out as a key visual anchor, generating over 236K impressions in four weeks.

To extend the mural’s reach, we produced a video with our Silver Package. This package features partial timelapse, b-roll, environmental, in-process, and final shots of the mural, making it a fantastic way to showcase the entire painting process and bring the artwork to life beyond the wall.

The immersive effect of hand painted art, especially one so transportive, goes beyond mere brand visibility; it offers an experience. For Norwegian Cruise Line, this meant transforming a city wall into a window to vacation.