JACKSONVILLE, Fla. – Magician Asi Wind says his show More Than Magic isn’t about fooling audiences — it’s about reminding them of their humanity.
Wind, named Magician of the Year by Hollywood’s Magic Castle and praised by The New York Times as one of the greatest magicians of his time, is bringing his tour to Jacksonville as part of a Florida run that includes stops across the state.
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While the show features mind-blowing illusions, Wind says the title signals something deeper.
“We live in an era where we worship technology — AI, computers, all of it,” Wind said. “And we forget to celebrate the most important thing, which is us, humans.”
Wind says he wants audiences to walk away feeling inspired, not just amazed.
“If a computer made something, I don’t really care,” he said. “But if a person made it — if a kid made it — that’s a celebration of humanity. With all our flaws and limitations, we’re amazing.”
That philosophy shapes More Than Magic, a visually stunning show that relies heavily on audience participation, humor and emotional storytelling. Wind regularly invites people on stage, turning spectators into stars.
Early in his career, Wind said he chased reactions like “How did you do that?” But over time, that stopped being enough.
“I wanted people to feel something,” he said. “Not ‘look how clever I am,’ but ‘we felt something together.’”
Wind traces that shift to a formative moment as a teenager, when he watched Spanish magician Juan Tamariz perform with little more than two decks of cards and a handkerchief.
“That man was magic,” Wind said. “Not the props — the person.”
Moments of genuine connection often arise organically during Wind’s performances. He recalled a show where an audience member wrote his late wife’s name, Rebecca, during a routine — a spontaneous tribute that transformed the show’s finale into a shared act of remembrance.
“The whole place melted,” Wind said. “That’s more magical than anything I could plan.”
Wind believes magic only exists because of the audience’s willingness to believe.
“I can’t do magic alone,” he said. “The audience completes the picture.”
As he brings More Than Magic to Jacksonville, Wind says performing on tour feels deeply personal.
“I’m coming to you and I hope I’m welcomed,” he said.