HONG KONG BALLET
NEVER STANDING STILL
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THEATER FOR THE MODERN WORLD
To celebrate the Hong Kong Ballet’s 45th anniversary and the opening of their ballet academy, Design Army designed a campaign that reimagines and reframes ballet as a universal language. Inspired by the grace of Degas’ ballerinas, the richness of Renaissance art, and the energy of contemporary hip hop, the work bridges classical traditions with contemporary culture. Hong Kong itself became an integral part of the narrative – as over 50 dancers filled iconic locations - from university halls to the High Island Reservoir.
At the heart of the campaign is “Tutu Academy,” a playful yet poignant story of self-expression. Students from all walks of life—geeks, goths, and everything in between—find their rhythm through ballet, culminating in an encounter with an extraterrestrial outsider. Struggling to fit in, the alien discovers his own grace with the help of a magical tutu, breaking barriers and forging connections that transcend worlds. Through vivid storytelling, cinematic visuals, and an eclectic soundtrack, the campaign pushes the boundaries of classical ballet. By pairing imagination with cultural nuance, it positions Hong Kong Ballet as a company rooted in tradition yet fearlessly embracing the future.