Hong Kong Ballet has taken a new approach to its design, placing its dancers in iconic Hong Kong landmarks for a major print and branding campaign.
The new look aims to showcase its new direction, after appointing former Washington Ballet’s Septime Webre as its artistic director.
The ads, which encompass brand photography and program brochure creative, is described as “fairy tale-esque”, depicting the dancers as characters that are caught in exaggerated ballet poses.
The campaign, by Design Army, takes on a classic Chinese celebratory colour palette of red and blues but has intentionally made the ads feel modern.
Some of the images, which use dancers from the 2018/2019 season, are recreations of famous pieces of art.
The ads celebrate a new direction for the company, following Webre’s appointment last year. Since joining, he has established shows including Le Coraise and Rush, while the new campaign promotes upcoming shows, such as The Great Gatsby and Alice in Wonderland.