Magic Mike Live
Magic Mike began with a male stripper in Tampa — resourceful, hard-bodied, kind, with that tell-tale Tatum twinkle in his eye.
What started as a hit film evolved into hit live show in Las Vegas and London. Fifteen years later, it’s something bigger. A tradition. A rite of passage. Women bring their moms, their sisters, their ride-or-dies. This isn’t a viral gimmick or an outdated male revue you attend ironically — it’s a world-class entertainment experience built on dance, laughter, and joy.
Team was tasked with reimagining and elevating the Magic Mike Live brand ahead of its expansion to New York City, where it opens a purpose-built, 425-seat immersive theater at the former Copacabana nightclub on the corner of 47th Street and 8th Avenue.
The refreshed identity draws from the visual language of Steven Soderbergh’s original film. Art direction is rooted in Soderbergh’s signature naturalism — in-frame light sources, high-sensitivity imagery, and an intimate, often gritty and immediate atmosphere. Photographic compositions echo his experimental, fluid cinematography, with unconventional angles and technically driven POV shots that pull the audience into the moment.
This foundation is brought to life through a modernized logo, an unconventional color palette, bold typography, and dynamic motion principles — alongside a new tone of voice that captures the confidence, wit, and warmth of the Magic Mike Live experience.
