Crossing the Atlantic from France to Miami. Firma Works documented the MSC World America voyage from its first sparks of steel to champagne-drenched celebrations featuring Drew Barrymore and Orlando Bloom.
Client: MSC Cruises (US)
MSC Producer: Stephen Sorace
Director: Dmitry Chislov-Starkin
THE MISSION
Capture the ship’s ceremonial birth, architectural scale, and experiential soul — while navigating real-time construction, tight turnaround deadlines, and daily content delivery for Instagram and TikTok.
30+ Instagram Reels & TikToks
Daily turnaround of event edits
Full suite of B-roll assets for long-term usage
Real-time content strategy + trend integration
Emotional and architectural storytelling across formats
Ceremony of Steel, Rituals of Sea
Bottle Break Reel – A slow-motion ballet of glass and seafoam.
Coin Welding Ceremony – Symbol meets substance: the ship’s name forever welded into its frame.
Captain & Crew Introduction – Red carpet meets high seas. A full feature on the personalities behind the vessel.
Steel Cutting for the Next Ship – As one ship sails, another is born in sparks.
Pre-Ceremony Montage + Full Ceremony Recap – Edited and delivered on the same day, like the rest of the deliverables. Published with impact.
The ship was still being completed — and that was the look.
We created:
TikTok & Reels Trends – Short-form content with movement, mystery, and a wink to trending audio.
Food and Beverage Teasers – Elegant pans through luxury, featuring Jean Philippe’s Chocolate & Gelato Lab, Sweet Temptations, Butcher’s Cut, Harbor Park (with the jaw-dropping Cliffhanger and Rope Course), Paxos Greek restaurant, Masters of the Sea Pub, Eataly at Sea, Speakeasy (Shh.) and Burger & Pizza bars for the unapologetic late-night wanderer
Room Tours
Entertainment Moments
The Myth Made Flesh
Arrival of Drew Barrymore, Godmother of the Ship
Appearance by Orlando Bloom
The Promenade Show – Fire, dancers, and digital rain.
Naming Ceremony Recap – Grand finale edit with music, narration, and cinematic pacing.
RESULTS
The content reached millions across MSC’s social channels, setting a new bar for cruise ship launches. Our edits were reposted by celebrity attendees and featured in internal decks company-wide. World America became more than a ship — it became a spectacle.