2023 marked a major milestone for Cirque du Soleil in Las Vegas: 30 years of groundbreaking performances and five resident shows lighting up the Strip. With landmark anniversaries across multiple productions—Mystère (30 years), “O” (25 years), and MJ One (10 years)—we were brought in by Cirque’s global marketing team to create a brand campaign worthy of this legacy. Rather than focus on individual shows, we made the Cirque brand the hero. Our goal was to celebrate three decades of spectacular live entertainment by spotlighting the brand that revolutionised Las Vegas performance.

Taking inspiration from vintage Vegas—especially its iconic neon signage—we reimagined the Cirque du Soleil logo as a series of vibrant neon signs. Each 3D model was meticulously designed, drawing directly from real-life casino facades, hotel fronts, and classic Las Vegas marquees. These glowing tributes to the city’s golden age were animated for a series of dynamic digital films, rolled out across social media and digital channels.