Viewmark | Absurd Hero Musical | Live in the Moment

Absurd Hero the Musical - Performing Arts Case Study

Read the Absurd Hero Creative Strategy  (Identity)

OBJECTIVE: Develop an unconventional original musical and build the creative, production, and promotional framework necessary to bring it from Denver to an international audience.

BACKGROUND:  Inspired by Albert Camus and the myth of Sisyphus, Absurd Hero combined philosophy, comedy, music, and theatrical absurdity. The production continued Viewmark’s commitment to creating new work in Denver and testing that work on one of the world’s most competitive performing arts stages.

CHALLENGE: How do you promote a musical about existential philosophy without making it sound like homework? Absurd Hero needed an identity that communicated the intelligence behind the show while capturing its humor, accessibility, and decidedly unconventional personality.

SOLUTION: Viewmark developed the production and its public identity together, using imagery, digital media, video, social promotion, and targeted Fringe marketing to establish the show's distinctive voice. After its Denver development, Absurd Hero traveled to the 2025 Edinburgh Festival Fringe, where it was selected for the Greenside Gala and helped further establish Viewmark’s growing portfolio of original musical theatre.

OUTCOME: Absurd Hero premiered at the 2025 Edinburgh Festival Fringe, where it was selected to perform as part of the Greenside Gala and received a four-star review from The Scotsman. Critic David Kettle described it as “a complex, richly imagined show whose energy and conviction blaze off the stage.”

The production marked Viewmark’s third consecutive year bringing an original musical from Denver to Edinburgh and further demonstrated how a coordinated approach to creative development, production, branding, and promotion can give independent theatre a presence on an international stage.

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