HONG KONG BALLET
TUTU ACADEMY
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ADVENTURES IN A-EYE
Kicking off an era of transformation under Artistic Director Septime Webre, the Hong Kong Ballet looked to rebrand with the intent to expand its audience and redefine ballet as an exciting, accessible art form.
The Never Stand Still campaign reimagines the artistry and energy of dance. Marrying iconic Hong Kong locations with dancers dressed in streetwear, seamlessly and gracefully soaring against towering skyscrapers and skylines. The campaign brought together high art and everyday life. A rich color palette of China red and jade greens with meticulous art direction boldly positioned Hong Kong Ballet as a dynamic cultural force, sparking national pride, and inspiring audiences across generations.