The challenge of creating these promos was finding ways to pull out the “explicitness”. Previous incarnations of these promos tended to focus on sexy or rude stuff, which proved difficult when I had to work with Simon Reeve going to Cornwall, or some Perfect Planet monkeys having a scrap. Instead, I went for a more intense, violence inferring route, which the thrills of Sherlock (and the monkey scraps) were perfect for. The project was built on the insight that our regular cruise ship audience know want their cruising holiday exactly how they like it, and want no nasty surprises (like a monkey scrap happening out of nowhere). The execution was then focused on the actual perspective of the in-cabin TV, reassuring our audience that any intense or explicit material would interrupt their good time. It was a joy to write copy for this character, as well as interweave it with a fun edit and fun content (as well as adding my own voice for the moment were the seabird looks to camera…)