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.
Vibrant, colorful and optimistic, the new brand campaign speaks to Webre’s dynamic energy and Hong Kong Ballet’s innovative spirit, highlighting its heritage while taking a decisive step into the future.
Webre said of the campaign: “Hong Kong Ballet is committed to the notion that classical ballet can be of-the-moment. The new campaign positions our artists as contemporaries, with the colors drawing on Hong Kong’s extraordinary hues—both old and shockingly new. And I love the bold, graphic shapes the dancers’ bodies make in contrast to the surrounding architecture.”
According to the agency explanation, they took Revel’s Bolero and integrated subtle layers of sound design that nod to the familiar pop culture cue of classic Kung Fu films. “We told three stories through music. We move from a quieter classic feel, to one that’s more Hip Hop, and then while still Bolero — we refer back to Hong Kong Ballet’s Chinese roots. Each story brings in both heritage and pop culture cues.”
Agency also stated that their intent with the campaign was to change the perception of ballet and open dance up to a new audience — by showing the artistry and energy of dance in a modern context.
CREDITS:
Client: Hong Kong Ballet
Creative: Design Army
Director and Photographer: Dean Alexander
