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 “fairytale-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.
CLIENT: Hong Kong Ballet
Artistic Director: Septime Webre
CREATIVE AGENCY: Design Army
Co-Founder & Chief Creative Officer, Design Army Pum Lefebure
CEO, Design Army: Jake Lefebure
Creative Director, Design Army Sucha Becky
Art Director, Design Army Heloise Condroyer
Director/DP: Dean Alexander
DP Assistant: Erin Winebrenner, Digitech
Producer: Eva Chui Loiterton, AJL Studio
Production Assistant: Spencer Leung
Props Stylist, Flow Films: Billy Lau
Wardrobe Stylist: Tasha Ling
Wardrobe Stylist Assistant: Cat Yeong
Hair Stylist: Alistair Rae
Creative Director, Paul Gerrard
Hair Hair Stylist Assistant: Jodi Tang
Make Up Artist 1: Dale Johnson Make Up Artist 2: Megumi Sekine Make Up Assistant: Jan Din
Lighting Assistant 1: Theo Wong Lighting Assistant 2: Scottie Wong Lighting Assistant 3: Jacob Liu