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Home » D.C.-based Design Army creates campaign celebrating 45th anniversary of Hong Kong Ballet

Capitol Communicator reports D.C.-based Design Army created a campaign celebrating 45th anniversary of Hong Kong Ballet.

D.C.-based Design Army creates campaign celebrating 45th anniversary of Hong Kong Ballet

by | May 31, 2024

To celebrate the 45th anniversary of Hong Kong Ballet and the launch of their new season, D.C.-based Design Army conceived a campaign that celebrates the universal language of dance.

According to Design Army: “Wholly authentic to Hong Kong culture — while mashing inspo from Degas’ ballerina portraits, the Renaissance age, and artistic hip hop—the film, above, reimagines classic ballet like you’ve never seen. From the wildly witty “Tutu Academy” to the sci-fi extraterrestrial, it’s a defiantly unconventional, joyful journey connecting everyone—even aliens—to dance’s unearthly magic.”

“The 50+ renowned troupe leads a Hong Kong tutu take-over — from its renowned university halls, to Tai Kwun’s stunning plaza, and majestic High Island Reservoir. Eye-popping color, gravity-defying moves, sheer beauty, and weirdness collide with koi fish-inspired hairdos, punk rockers on pointe, a jelly-like gold-toothed alien, and a tutu-wearing spaceship ending. Always at the forefront, never standing still—this campaign freshly defines Hong Kong Ballet.”

Design Army came up with the concept of “Tutu Academy,”  where, states Design Army, “tutus are the uniform, students of all characters (geeks to goths) express themselves through ballet—and bizarro hair. One odd day, a UFO lands and an alien enters the classroom. Eager to connect with the visitor who doesn’t speak earthly language, the teacher starts a dance conversation—followed by the entire class. At first, the alien struggles to learn the artful language, until he’s gifted a magical tutu. With fresh confidence, the green-hued stranger joyfully joins the dancing crew.

“But just as the bond deepens, the alien must return to his homeland. With bittersweet farewells, the UFO departs—donning a tutu too. On his planet, a stark contrast to the fictitious Tutu Academy’s vibrant vibe, the alien proudly presents tutus to his commanders where they dance in celebration of the newfound connection with Earth.

Capitol Communicator reports D.C.-based Design Army created a campaign celebrating 45th anniversary of Hong Kong Ballet.

“Inspired by Degas’ beautiful ballerina portraits, we playfully wondered what the artist’s work would look like if we brought it to life today. The result is a story popping with the painter’s gorgeous coral hues mixed with Hong Kong’s heritage red — all juxtaposed with vivid shades of juicy jade, like the head-toe painted alien, that explode with extraterrestrial contrast.”

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Capitol Communicator

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