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Cirque du Soleil Mystère Campaign Redesign

Entered in Brand Redesign


As Mystère celebrates its remarkable 30th anniversary on the illustrious Las Vegas Strip, it embarked on a journey of rejuvenation, guided by a profound commitment to uphold its legacy while embracing the spirit of innovation. Mystère is about the beauty of life, which is made evident through contrasting forces of fragility and strength. In this redesign, our objective is twofold: to reignite the craze surrounding this extraordinary show and to ensure its image resonates with the unparalleled quality it delivers night after night. 


At its core, Mystère remains a unique gem within the vibrant tapestry of Las Vegas entertainment—an oasis of artistic brilliance amidst the desert landscape. Like a desert flower blooming under the scorching sun, the show embodies resilience and beauty, captivating audiences with its timeless allure. With the redesign, we seek to revive the enigma that has captivated nearly 20 million people the world over, infusing it with a renewed sense of vitality and creativity. 


As we strive to increase sales and engagement, our endeavor is not merely about introducing shiny new concepts, but rather, about honoring the timeless vision of our predecessors while embracing the evolving tastes of our audience. Stepping into the theater doors of Mystère is like entering a realm where time stands still, where emotions intertwine, and where the interconnectedness of all living things is palpable. In commemorating three decades of enchantment, Mystère continues to weave its spell, inviting audiences to embark on a journey of discovery and delight. 


The strategy and execution of the Mystère redesign project demanded a delicate balance between honoring tradition and embracing innovation, all while navigating through a series of unique challenges.  


Whereas a typical photoshoot would be hosted in a studio near the Cirque du Soleil International Headquarters in Montreal, in a controlled environment, the creative team faced logistical and operational challenges of not impacting the business negatively in anyway. The Mystère cast and crew perform up to two shows a day, and with 12 characters involved in the concept of the redesign, the photoshoot had to be hosted onsite the vast theater in Las Vegas. The scheduling was orchestrated in such a way that it has redefined the meaning of teamwork.  


Throughout the process, the team remained dedicated to the overarching question: "How can we respect circus convention while showing something that feels new, modern, and symbolic of the beauty of life contained in Mystère?" This guiding principle informed every decision, from conceptualization to execution, ensuring that the essence of Mystère was preserved while infusing it with a fresh perspective. By embracing these challenges head-on and staying true to the show's core values, the Mystère redesign project emerges as a testament to creativity, resilience, and the enduring magic of the circus. 


A creative solution to the above was the utilization of "Frankenstein" images—where elements from different shots are seamlessly combined—was ultimately necessary and added an additional layer of complexity to the project, demanding precision and attention to detail in post-production. 


After navigating through numerous creative concepts, each one meticulously crafted to capture the essence of Mystère's enduring magic, the culmination of our efforts resulted in "The Escape." This transformative journey breathed new life into the show, resonating deeply with both internal stakeholders and external audiences alike. 


Internally, the reaction to the redesign was nothing short of enthusiastic. From the creative team who poured their hearts and souls into the project to the performers who embody the spirit of Mystère on stage, there was a visible sense of pride and excitement. The redesigned campaign not only honored the show's rich heritage but also elevated it to new heights, igniting a renewed sense of passion and purpose among all those involved. 


Externally, audiences were captivated by the vibrant celebration of life portrayed. This newfound resonance translated into revived sales, as ticket demand surged in response to the renewed excitement surrounding Mystère


As the curtains rose on "The Escape," we stood united in our shared achievement, feeling a deep sense of pride in the work we had accomplished. It was a testament to our collective dedication, creativity, and unwavering commitment to excellence. Mystère had once again captured the hearts and imaginations of audiences worldwide, reaffirming its status as a timeless masterpiece in the world of entertainment. 


Entrant Company / Organization Name

Cirque du Soleil


Entry Credits