To promote the new Latvia-wide tour “Illusionist Edžus IN FIRE,” Edžus carried out an unusual guerrilla marketing stunt in August 2025, sitting seemingly in mid-air several meters above the ground while performing breathtaking fire tricks under the open sky.
Throughout the entire day, the illusionist amazed pedestrians and drivers with unique performances featuring flames reaching nearly ten meters into the air. Spectators witnessed the illusion of Edžus apparently sitting in empty air, alongside spectacular fire effects that attracted massive public attention.
During the event, several other unusual challenges were carried out high above the ground — including recording a podcast episode at a height of eight meters and even preparing a burger in mid-air. The entire performance was streamed live on social media, allowing audiences across Latvia to follow the event in real time.
The stunt became an unprecedented event on a Baltic scale and received major media attention. News outlets widely covered the unusual performance, while Latvian influencers also created and shared video content from the event.
The activity served as a preview of the new tour “Illusionist Edžus IN FIRE,” where audiences could expect even more spectacular tricks, fire elements, and extreme escape illusions. In one of the show’s climax moments, Edžus recreated the legendary escape made famous by Harry Houdini — hanging upside down while escaping from burning ropes.
Recap video: WATCH HERE