Never Standing Still

Celebrating 40 years of creativity and vision – Hong Kong Ballet

The Hong Kong Ballet is one of Asia’s premier ballet companies, known for modern interpretations of classic masterpieces — always seeking to innovate and push boundaries to create memorable performances.

Ballet dancers dance on a basketball court in the Hong Kong Ballet 40th Anniversary Campaign by Design Army

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.

Two ballet dancers stare each other down in the Hong Kong Ballet 40th Anniversary Campaign by Design Army
Two ballet dancers cross a Hong Kong street in the Hong Kong Ballet 40th Anniversary Campaign by Design Army
A ballet dancer dances with a pink lion in the Hong Kong Ballet 40th Anniversary Campaign by Design Army

Taking Ravel’s Boléro and integrating subtle layers of sound design that nods 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.

Ballet dancers fan their hands in the Hong Kong Ballet 40th Anniversary Campaign by Design Army

The film takes the viewer on an unexpected and wildly colorful journey — from the streets of Hong Kong, to majestic Victoria Harbor, and a traditional banquet hall. Each story brings in both heritage and pop culture cues. Sheer beauty, gravity-defying movement and cheeky humor collide.

Dancers form a smiley face in the Hong Kong Ballet 40th Anniversary Campaign by Design Army

In addition to the video, we created several iconic photographs, featuring everything from dancing gangsters to oversized Mahjong. Vibrant, colorful and optimistic, the new brand campaign speaks to Webre’s dynamic energy and Hong Kong Ballet’s innovative spirit. Defiantly unconventional, this campaign defines Hong Kong Ballet: moving forward, never standing still.

Ballet dancers dance at the Avenue of Stars in the Hong Kong Ballet 40th Anniversary Campaign by Design Army