hong kong ballets edgiest creative new campaign

Design Meets Dance for ‘Hong Kong Ballet’ New AD Campaign

Today, Hong Kong Ballet is unveiling its most edgy, unexpected, visually stunning seasonal campaign: ‘Never Stand Still’ reflecting well the cutting-edge vision of their new artistic director Septime Webre formerly of acclaimed Washington Ballet.

Conceived and gorgeously art directed in Hong Kong by DC-based creative agency Design Army, the campaign stars the classic dancers in the most anything-but-typical visuals—striking insane airborne contortions in surreal settings (from balancing dim sum pots on boats to donning Mad Men retro)—all backdropped by Hong Kong landmarks newly reimagined.

Fierce, graceful, gasp-worthy, and exploding with China rich red—there’s nothing conservative about it! Even the ballerina buns mimic the Hong Kong skyline in this eye-popping ‘design-meets-dance’ brand language that is instantly recognizable and undeniably Hong Kong Ballet.

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballets edgiest creative new campaign

hong kong ballet design army campaign

hong kong ballet design army campaign

hong kong ballet design army campaign


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hong kong ballet design army campaign

hong kong ballet design army campaign

hong kong ballet design army campaign

hong kong ballet design army campaign

hong kong ballet design army campaign

hong kong ballet design army campaign

All Image credits: Design Army and Dean Alexander

Hong Kong Ballet: Never Stand Still

CLIENT:
Hong Kong Ballet
Artistic Director: Septime Webre

CREATIVE AGENCY:
Design Army Co-Founder & Chief Creative Officer: Pum Lefebure
CEO, Design Army: Jake Lefebure
Creative Director, Design Army: Sucha Becky
Art Director, Design Army: Heloise Condroyer

PHOTOGRAPHY:
Director: Dean Alexander

www.hkballet.com
www.designarmy.com
www.deanalexander.com