On the hottest day of the year in New York City, Super Nice and Norwegian Cruise Line gave those sweating out their body weight a respite from the heat by way of a portal to an island paradise in the middle of SoHo.
A hatch made to resemble one like on a ship appeared on a wall in the SoHo neighborhood and invited people inside, where they found sand, steel drum music, cold drinks from Bacardi and Topo Chico and plenty of large-scale digital imagery showing off Norwegian Cruise Line ships and destinations, including Great Stirrup Cay, a 270 acre private island in the Bahamas, with a nearly six-acre Great Tides Waterpark opening in summer 2026.
The island setting in the middle of the city—which is open through Thursday, July 31 at 104 Grand Street—is one part of a full campaign from Super Nice, the small but rising indie creative agency founded by former VML CCO Jared Kozel and Barry Sonders.
Kozel and Sonders said the “Escape Hatch” installations will be popping up in iconic locations in New York and Miami, with some hatches offering a chance to win one of 250 getaways to the island. The experience is designed to bring NCL’s new island to life with over 200 feet of LED walls, real palm trees, scent-mapped breezes, and signing up to win prizes. It’s free and open to the public, if they can find the right door.
Kozel said that the intent of the portals is to get people to sign up for correspondence from NCL, but also to spark a desire to travel to travel and cruise. As part of the “Escape to the Great Life” campaign, NCL is launching a nationwide sweepstakes through Aug. 31, and giving away 250 cruises to Great Stirrup Cay for travelers to experience the all-new attractions. Open to residents of the U.S. and Canada, consumers can enter for a chance to win a four-day voyage in August 2026 for two in a balcony stateroom inclusive of NCL’s popular More At Sea package. For additional details on the sweepstakes or to enter to win, visit the dedicated webpage.
Super Nice is responsible for the creative for “Escape to the Great Life,” brought to life across film, social, display, and an epic out-of-home blitz. From national TV (including GMA Wednesday morning) to immersive city takeovers, Super Nice scaled the idea into a high-impact, cross-channel platform anchored in a simple, universal truth: everyone needs an escape.
Anchoring the campaign are three hero spots: Great Meeting, Great Dinner, and Great Ticket— which use humor and island “speak” to interrupt life’s everyday moments, dropping characters – and viewers – straight into the island escape. Spots are airing on Peacock, Netflix, Paramount+, ESPN and more.
Kozel and Sonders said that they started off with the remit for the video spots, but NCL was so impressed with their work that they kept adding elements, including the hatches and digital displays. NCL’s new CMO, Kiran Smith, said that Super Nice was a pleasure to work with, with a work ethic that found the agency never stopping and always looking for new creative solutions for the campaign. The other brass at NCL also had good things to say about the relationship.
“Super Nice didn’t just pitch ideas — they brought a bold vision for reimagining escape in a way that feels unforgettable,” added David J. Herrera, president of Norwegian Cruise Line. “They helped us express escapism in a way that’s not only emotionally resonant, but also measurable. Great Stirrup Cay is one of our highest-rated destinations, and this is a milestone moment for us. Super Nice showed up with big thinking, cultural insight, and a deep understanding of how to connect with our guests on a meaningful level. They were true partners in bringing our vision to life and showcasing our island to the masses.
Havas also worked on the campaign.
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Kyle O’Brien is managing editor of Indie Agency News.
