Internet Marketing Inc. partnered with ARIA Resort & Casino and Cirque du Soleil to bring a fresh appeal to ARIA Resort & Casino’s best entertainment attraction Zarkana. The purpose of the video we created together was to create a connection with the audience to make them feel present in the moment, mesmerized by the beauty of the show, and intrigued by something new.
The video gives you a chance to peek behind the curtain of Zarkana to get a whole new vantage point on a Cirque du Soleil show that has inspired awe in hundreds of thousands of Vegas visitors. This is where we found the magic of the Cirque du Soleil show.
Learn More about Our Strategy and Tactics for the Video
The concept was envisioned by our Video Content Marketing Lead, a former Cirque du Soleil performer, who saw an opportunity for us to quantify just how impressive, and physically demanding, each of the individual routines are.
By isolating the acts and filming on a closed set, we aimed to humanize the performers for the audience, which in turn helped to showcase their ‘superhuman’ abilities. We enhanced this strategy by zeroing in on the performers at the peak of their inversions and highlighted key physics and vital data displayed in HUD graphics.
The music was chosen with special emphasis on not overpowering the moment when these artists are in their most challenging positions. Keeping the video minimalistic helped to enhance each of the separate performances, but also kept an even tempo in order to tie the acts together.
We can see what it’s like to fly like a performer that withstands 7.7 X the force of gravity during a rotation. We can witness the intricate beauty of a trained athlete who lands on a 6-inch bar after nailing a double layout. The visual mastery of this show is already something to be revered, so it was our job to show it in a refreshed lens that speaks to their virtual audience.
In addition to Cirque du Soleil’s Zarkana page on their website, this video was published to their YouTube channel and used in a number of online and offline campaigns. It is one of the featured videos welcoming arriving visitors to Las Vegas inside of McCarran Airport and can even be seen on ARIA Resort & Casino’s impressive LED marquee.
The result was a compilation of several acts displayed in a beautiful video montage that has gained over 121,000 views on Facebook. IMI went on to work with Cirque du Soleil on two additional projects for the theatrical management company – a similarly stylized production for The Beatles LOVE.
IMI worked closely with Apple Records to incorporate the music of The Beatles which inspired the show, as well as another engagement featuring a collection of brief captures from a variety of Cirque du Soleil shows featured inside resorts on the Las Vegas Strip.
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