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Hong Kong Cool: Design Army brings passion of dance to life for Hong Kong Ballet

Hong Kong Ballet has unveiled its most edgy, unexpected, visually stunning seasonal campaign yet – nailing new artistic director Septime Webre’s wildly fresh vision.

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All images courtesy of Design Army. Via Creative Boom submission.

All images courtesy of Design Army. Via Creative Boom submission.

Conceived and gorgeously art directed in Hong Kong by DC-based creative agency Design Army, the campaign stars the classical dancers in the most anything-but-typical (or subtle!) visuals – striking insane airborne contortions in surreal settings (from balancing dim sum pots on boats to donning Mad Men retro) – all backdropped by Hong Kong landmarks newly reimagined.

At the centre of the work is the photography, shot in Hong Kong with dancers from the troupe. "For the brand images, we created a visually stunning language speaking to the vibrancy and energy of the art form, the dancers, and the city itself. We designed a lush, rich world of fantasy through fashion, colour, and typography — establishing a recognisable and dynamic brand language."

Fierce, graceful and exploding with China rich red – there’s nothing conservative about this work. Even the ballerina buns mimic the Hong Kong skyline in this eye-popping design-meets-dance campaign. More at designarmy.com. Or read our interview with Pum Lefebure co-founder and CCO.

Six ballet dancers in white tutus hold red fans in poses across a boardwalk, with Hong Kong's skyline shrouded in mist behind them
Dancer in red coat and black hat leaps with legs split whilst holding a red umbrella, with Hong Kong's Victoria Harbour and skyline behind
Two ballet dancers in red and white costumes perform on a traditional Chinese boat beneath hanging red lanterns, with a colourful waterfront temple building reflected in turquoise water behind them.
A Hong Kong Ballet dancer in a red dress poses against a vibrant red traditional building facade with ornate golden roof details and stone lions, framed by a circular graphic element.
Two ballet dancers in red leap through a vertically flipped Hong Kong cityscape filled with colourful buildings and skyscrapers
Hong Kong Ballet dancer in red costume leaping horizontally through a vibrant red interior with golden dragons, Chinese characters and architectural elements.
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