Transit Ads
Cirque du Soleil Echo - Station Takeover
Role
Art Direction
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Environmental Branding
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Context
High-Impact Transit Takeover
Cirque du Soleil Echo makes its debut at Marymoor Park, supported by a campaign spanning transit and out-of-home placements. The transit component featured station takeovers executed in two phases: the first at King Street Station, followed by Redmond Station, located in close proximity to the venue. The objective was to introduce this new production through bold, visually striking creative that captures attention and sparks curiosity.
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Phase 1
King Street Station in Seattle
Echo is a contemporary production built around a monumental two-story cube at the center of the stage. Serving as both a projection surface and a moving structure, it is continuously dismantled and reassembled throughout the performance, with characters and acrobats interacting fluidly around it.
Presented during Seattle’s typically overcast and rainy months, the campaign was designed to contrast the city’s grey atmosphere. A palette of warm hues was introduced to bring brightness and energy, balanced by cooler tones to create visual depth. A curated selection of characters offers a glimpse into the show’s world, each chosen to maximize impact within the space. Copy was tailored to each placement, reflecting both the environment and audience movement.
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Phase 2
Redmond Station
The second phase of the station takeover invites audiences deeper into Echo, shifting from discovery to immersion. Where the first phase sparked curiosity, this chapter draws viewers into the show’s visual and emotional world through a series of striking live captures. Carefully curated, each image was selected to showcase the production at its most captivating—highlighting moments of tension, beauty, and transformation. Scaled within the space, the visuals create a sense of proximity and presence, allowing passersby to momentarily step inside the world of Echo.
Creative Direction: Christian Ayotte
Copywriting: Michael Juretic
Photographer: Leda & St-Jacques, Marc Montplaisir, Marie-Andrée Lemire, JF Savaria
Project Manager: Nina Manibod, Pauline Mohorcic
Retouching: Alex Raima
Graphic Artist: Mathieu Hochedez