360 Campaign
Cirque du Soleil LUDŌ
Role
Art Direction
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Concept Development
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Context
A Submersive Theatrical Experience
Set in Nuevo Vallarta, Mexico, LUDÕ is a Cirque du Soleil resident dinner show rooted in the world of water. It follows Ludovico, a stage director chasing inspiration, as he slips between dream and reality inside a mysterious cenote. Through immersive environments, gravity-defying performances, and a refined culinary journey, the show explores imagination, memory, and the power of play to transform.
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Thinking
The World of LUDŌ
Derived from Latin for “I play,” LUDÕ captures the essence of play at the heart of the experience. The “Õ” suggests movement and flow, echoing water’s shifting, infinite nature and the currents that carry the story forward. Like a dream, the show unfolds in a world where time bends, gravity dissolves, and possibilities open up.
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Photoshoot Behind the Scenes
This concept leans into the show's playfulness. It takes advantage of the slight surrealism of life underwater where gravity is subverted, perceptions are distorted and motion slows down. We follow LUDÕ, the protagonist underwater, through a series of visuals. We see him interacting with some of the acrobats and props from the show. Everything underwater is gracefully in suspension.
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Results
Underwater Beauty
The photoshoot presented both technical and logistical challenges. Due to time and safety constraints, the artists were photographed within the theatre’s aquariums. Our objective was to capture them immersed in water, highlighting the organic movement and subtle imperfections unique to an underwater environment. Given that the aquarium measured less than five feet in width, we had to shoot through the tank glass. However, with thorough testing and carefully controlled lighting, the final images are so crisp they appear as though they were captured in a professional studio.
Creative Direction: Christian Ayotte
Copywriting: Michael Juretic
Photographer: Marc Montplaisir
Photography assistants: Martin Reis & Alain Dufour
Producers: Anthony Mauricio Martino & Cara Cole
Project Manager: Nina Manibod
Retouching: Marc Denault
Styling: Emmanuelle Neron
Graphic Artist: Sebastien Duval