Cirque Du Soleil

A bold identity for Cirque’s most rebellious show yet

Mad Apple is Cirque du Soleil’s boldest departure yet—a high-energy mashup of acrobatics, live music, dance, and comedy, celebrating the chaos, charm, and charisma of New York City. Set in the iconic theatre at the New York-New York Hotel on the Las Vegas Strip, the show breaks the traditional Cirque mold to deliver something completely unexpected.

We were initially brought on to create the brand identity and launch campaign. But as the project evolved, so did our role, expanding into production design, set and costume concepts, and the overall art direction of the show itself.

This wasn’t just another Cirque show. Mad Apple was built to disrupt. A variety show with attitude, it needed a brand to match, a striking, fashion-forward visual identity rooted in NYC’s street energy, swagger, and style.

What I Did

Production Design

Brand Identity

Art Direction

Motion

Industry

Media and Entertainment

Client

Cirque Du Soleil

Project

Mad Apple

Cirque Du Soleil - Mad Apple key visuals

We threw out the rulebook and crafted a visual language that stood apart in the cluttered Vegas landscape. Bold, condensed typography, high-impact color, and photography that felt more like a fashion editorial than traditional entertainment marketing. The aesthetic was unmistakably New York. Edgy, eclectic, and full of personality.

Cirque Du Soleil - Mad Apple - Performers

Cirque Du Soleil - Mad Apple step and repeat

Our design-led approach created a seamless link between campaign and stage. Art Deco patterns, gritty textures, and irreverent iconography—like our breakdancing Statue of Liberty—distilled the show’s essence into instantly recognisable visuals. Each key execution featured a unique color palette, mirroring the diversity and energy of the acts within the show.

Cirque Du Soleil - Mad Apple giant apple

Beyond branding, we developed the projected visual content that elevated the performance environment, designed custom costumes, including those for the acrobatic basketball act, which helped shape the merchandising strategy. The resulting merch line translated the show’s bold style into covetable keepsakes for the audience.