Course blog for American University PERF-570, Fall 2014
I came across this article and its accompanying videos last week and was reminded of it during our discussion yesterday of Cirque du Soleil using the Blue Ocean Strategy. Once again, Cirque has delved into a sub-industry of the circus, first by producing this as a short film, bringing media into the equation as an extension of their live performances, and also by adding technology to its ever-growing repertoire of performers. Welby Altidor, the Executive Creative Director of Creation (what a title) said that he “wanted to explore what we could do with emerging technology.” I think they’ve integrated it into their brand seamlessly. I also love the use of the drones here as if they too are human performers. Overall I think this is a beautiful and brilliant use of technology. The video below the article on how they did it is fascinating as well and gives insight to the creative process.