Hong Kong Ballet is celebrating its 40th anniversary by using its dancers to showcase ballet and pop culture around various landmarks in Hong Kong.
Shot at places like basketball courts, Victoria Harbor, and a traditional banquet hall, the campaign uses dancers to show off martial arts, fashion and even Chinese grandmas to dance against the backdrop of Ravel’s Boléro orchestral blend of hip hop, classical and heritage.
Sheer beauty, gravity-defying movement and humor collide with cheeky Chinese grannies mimicking dancers, a traditional dragon with brightly colorful legs on point; and a happy emoji ending. Defiantly unconventional, this campaign defines Hong Kong Ballet: moving forward, never standing still.
Client: Hong Kong Ballet
Creative: Design Army
Director and Photographer: Dean Alexander