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.
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.
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.
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.