Hong Kong Ballet 40th Anniversary Campaign

To celebrate the 40th anniversary of Hong Kong Ballet, Design Army conceived and designed a boundary-pushing brand campaign that reflects the passion and vision of the company’s artistic director, Septime Webre.

Through video and still photography, they merged ballet and pop culture into an eye-popping production told through Ravel’s Bolero orchestral piece.

From classic, to Hip Hop, to heritage, we told three stories through music and sound design that wildly reimagines ballet. Dancers on basketball courts blend grace with martial arts power inspired by Kung Fu films; fashion embraces trendy athletic wear; and Chinese grandmas with pompoms cheer in the stands. Watch now to go on an unexpected and colorful journey — from the streets of Hong Kong, to majestic Victoria Harbor, and a traditional banquet hall. Enjoy the ride!

Design Army oversaw every aspect of production creating the most fierce and fairytale-esque world with original concepts, art direction, styling, set design and props.

Client: Hong Kong Ballet
Artistic Director: Septime Webre
Director & photographer: Dean Alexander
Featuring: Artists of Hong Kong Ballet
Creative Agency: Design Army