Zumanity Campaign Launch

Design and Layout work developed at Sid Lee Montréal for the Global Brand Team’s international Campaign of Zumanity, Cirque du Soleil’s cabaret-inspired production.

At a time when audiences were increasingly drawn to experiences that felt intimate, provocative, and unapologetically human, the creative direction leaned into sensuality and tension, allowing negative space, typography, and composition to carry as much meaning as imagery.

I contributed to the Campaign Design with both exploratory and final layout systems designed to translate the show’s theatrical energy across global touchpoints while maintaining the rigour and craft expected of a world-class cultural brand.

The result reinforced Zumanity as a bold outlier within the Cirque universe: confident, adult, and culturally resonant.