MAS’ Musical Ride on Carnival Cruise

Music service agency MAS (Music and Strategy) recently handled music supervision on a sunny spot for Carnival Cruise. As a wall of boat- and beach-themed pictures leap to streaming life onscreen, MAS harnesses its expertise in communicating the essence of a brand through music, selecting a Katie Herzig song that was the story’s perfect narrative complement.

For example: “We collaborated closely with the agency to understand exactly the sort of track they were looking for,” notes MAS Managing Director and Executive Producer James Alvich. “Our music supervisors Gabe Hilfer and Jim Black pulled together a selection of songs that enhanced the excitement and warmth of the spot. ‘Lost and Found’ really created the mood everyone was looking for. ”

The Carnival Cruise spot is the latest in a string of high-profile work for MAS, following the creation of original music for Aerie by American Eagle and a comprehensive music partnership with Kate Spade New York featuring the Vivian Girls.



Client: Carnival
Title: Where Fun Happens

Agency: Arnold
Executive Creative Director: Peter Johnson
SVP, Creative Director: Rob Kottkamp
ACD, Art Director: Erek Vinluan
Sr. Copywriter: Samantha Gutglass
SVP, Executive Producer: Paul Shannon

Production Company: Smuggler and Psyop
Director: Eben Mears and Jon Saunders
Cinematographer: Brian Jackson
Production Company Executive Producer: Michael Neithardt
Production Company Line Producer: Robert Mackler

Editorial Company: Psyop
Editor: Victor Barczyk

Sound Design: Soundtrack Boston
Sound Engineer: Michael Secher

Music Co: MAS
Managing Director/Executive Producer: James Alvich –
Music Supervisior: Gabe Hilfer
Music Supervisor/Senior Producer: Alex DerHohannesian
Music: “Lost and Found” by Katie Herzig

VFX: Psyop

About MAS:

MAS is a music service agency providing creative solutions for brands and agencies alike. With offices in New York and Los Angeles, our team of producers, music supervisors and planners offers a broad range of services that enable our clients to enhance their message through music.