Saga

Saga travel brand video production and photography case study. Spotlight.

A deep dive into our decade-long video production partnership with Saga, the UK's leading travel and lifestyle brand for the over-50s. From the launch of Saga's boutique ocean and river cruise ships to brand films, lifestyle photography, hotel guides and chauffeur-service work, we have produced film and photography across most of Saga's product range.

Travel & aviation

Introducing Boutique Ocean Cruises

A brand film aboard Saga's Spirit of Adventure cruise ship, bringing the concept of Boutique Ocean Cruises to life. Captures the range of on-board facilities and the standard of service guests can expect.

Locations: Onboard Saga's Spirit of Adventure
Deliverables: Brand films, photography, model casting and direction
Travel & aviation

Introducing Boutique River Cruises

A brand film bringing the concept of Boutique River Cruises to life for the launch of Saga's new river fleet. Filmed across the Rhine with a carefully cast group of models capturing the on-board experience.

Locations: The Rhine, onboard Saga's river cruise ships
Deliverables: Brand films, photography, model casting and direction

The brief.

Saga is the UK's leading travel and lifestyle brand for the over-50s. Our partnership with Saga spans more than ten years and covers most of their product range: brand films, lifestyle photography, holidays content, hotel guides, and adjacent product offshoots such as their chauffeur service. Most recently, we have been delighted to play a major role in launching Saga's new fleet of ocean and river cruise ships and bringing to life their concept of boutique cruising. Tasked with creating the first official imagery since Saga rebranded in 2021, we organised a series of photographic and film shoots that would define the Saga visual identity for years to come.

Our approach.

We worked closely with Saga's marketing team to plan detailed, integrated campaigns where every creative asset we produced would be unified as one 'family' under the new brand. We carefully planned the casting of models, the animation, the graphics and the post-production work well ahead of any footage being shot. Understanding Saga's vision inside out meant we could avoid wasted time when filming on the ocean and river cruise ships, where every shoot day has to count and every minute on the water matters.

The outcome.

Filming on a working cruise ship is hectic and disruptions to schedules can make waves. Luckily, Indigo's team have their sea legs and are experienced at thinking on their feet. A calm, agile way of working that gets the job done and puts everyone involved at ease, with the creative confidence to adapt when plans change. In the end, it was all plain sailing, and the results were very well received by Saga and their audience. The work continues to anchor Saga's visual identity across cruising, holidays and lifestyle, with new commissions arriving as the partnership rolls into its second decade.

Other films for Saga.

Travel & aviation

The Spirit of Adventure

A brand film aboard Saga's Spirit of Adventure, capturing the character and atmosphere of the boutique vessel itself. The spaces, the rhythm, and the experience guests step into.

Travel & aviation

Introducing the Mediterranean

A social-first brand film for Saga's Mediterranean cruises, designed for distribution on LinkedIn. Captures the destinations, excursions and on-shore experiences beyond the ship.

Travel & aviation

Under The Glow Of The Northern Lights

A social-first brand film for Saga's Northern Lights voyages, designed for distribution on LinkedIn. Showcases the destinations, excursions and Arctic experiences beyond the ship.

Travel & aviation

Onboard Dining

A social-first brand film for Saga, designed for distribution on LinkedIn. Captures the onboard dining experience aboard Spirit of Adventure, from à la carte to relaxed cafés.

Travel & aviation

North Cape Bar

A social-first brand film for Saga, designed for distribution on LinkedIn. A portrait of the North Cape Bar aboard Spirit of Adventure, with its atmosphere and signature drinks.

Built for the feed.

Social-first video cut from the Saga shoots. 9:16 vertical video built for Instagram Reels, TikTok and YouTube Shorts, designed to land in the scroll.

Frames that travel.

A library of brand photography for Saga, shot across the boutique ocean and river cruise fleets. Twenty-six frames from the launch shoots, sized and licensed for every channel from print to social.

Saga boutique cruise brochure mockup — Experience Our All-Inclusive Boutique Cruises cover with interior spread
Saga boutique cruise brochure mockup — 2022 Cruises cover with What Makes a Cruise Boutique editorial spread
Saga boutique cruise brochure mockup — Big Experiences on a Brand-New Ship cover with Fine Dining editorial spread
Saga cruise dining photography — couple holding hands across a candlelit dinner table, fellow guests behind
Saga cruise photography — Spirit of Discovery cruise ship at sunset reflected on a wet shoreline
Saga cruise dining photography — afternoon tea service with a tiered cake stand presented to a couple
Saga cruise evening photography — couple in black-tie attire dressing for a formal night, woman in a black lace gown

Saga brand photography shot alongside our travel video production, so every asset across print, social, brochure and web lands as one campaign under the new Saga identity.

Saga cruise lifestyle photography — couple sharing a laugh on a teal sofa in a busy ship lounge
Saga cruise stateroom photography — couple on a sunlit private balcony with open ocean view
Saga cruise cocktail-bar photography — couple in evening wear toasting martini cocktails at the bar
Saga cruise fine-dining photography — waiter pouring wine for a guest in a restaurant booth
Saga cruise lifestyle photography — two women in cocktail dresses on an exterior deck staircase under the Red Ensign
Saga cruise cocktail-bar photography — portrait of a woman in evening wear holding a cocktail
Saga cruise atrium photography — guests in evening wear on the grand staircase with a pianist at the marble foot
Saga cruise dining photography — two women in evening wear toasting with white wine over dessert
Saga cruise lifestyle photography — man reading a newspaper as two women chat in a ship corridor
Saga cruise fine-dining photography — plated fish course of mackerel and smoked salmon held by a waiter
Saga cruise fine-dining photography — cheese-board plate with brie, olives and walnuts held by a waiter
Saga cruise evening photography — formally-dressed couple toasting champagne on a green velvet sofa in a lounge
Saga cruise lifestyle photography — three guests by the outdoor swimming pool on a sun-drenched deck

From the boutique ocean and river cruise fleets to the wider Saga product range, every frame of travel and lifestyle photography is built to anchor Saga's visual identity for years to come.

Saga cruise spa photography — woman relaxing on a wooden bench inside a sauna, side light through slatted blinds
Saga cruise photography — couple watching a golden sunset from the ship's open deck railing
Saga cruise fine-dining photography — waiter serving a pasta course to a smiling couple at their table
Saga cruise lifestyle photography — older man on the open deck leaning against a polished wooden rail, looking out to sea
Saga cruise dining photography — guest toasting with a red wine glass in a fine-dining restaurant
Saga cruise lifestyle photography — two women laughing on deck at sunset, sea behind