Hong Kong Ballet, Asia’s premier ballet company, launched a new campaign reflecting the cutting-edge vision of new artistic director Septime Webre, formerly of the Washington Ballet. Featuring dancers from Hong Kong Ballet, the 2018/2019 seasonal campaign and brand photography—conceived and art directed by D.C.-based Design Army—reimagines the classic art and iconic Asian city with a wildly fresh twist, from landmarks and temples to famous eateries; and with bold, rich colors and midair contortions.
Design Army oversaw every aspect of production, creating a fairytale-esque world with original concepting, art direction, styling, set design and props.
Pum Lefebure, Co-founder and Chief Creative Officer of Design Army, told Capitol Communicator, that the campaign’s goal “was to reflect new artistic director Septime Webre’s innovative vision for Hong Kong Ballet—extraordinary, unexpected productions that honor the city’s past while embracing the future. Our concept ‘Never Stand Still’ brings his amazing, new creative productions to life with a fresh, modern interpretation of iconic Hong Kong. Our intent was to transport people to a timeless journey of Hong Kong where today meets tomorrow.
“Starring dancers from Hong Kong Ballet, we conceived and art directed the 2018/2019 seasonal campaign—reimagining the classic art and Asian city with an original twist.
“The art of art direction is slowly dying. But at Design Army, we sweat every detail making sure everything—hair, make up, wardrobe, pose and composition—captures the vision. From mind-blowing midair contortions to meticulously crafted typography and surreal visuals that leap off the pages—we aimed to establish a consistent, eye-popping brand language that is instantly recognizable, unforgettable and undeniably Hong Kong Ballet. I call it ‘Photography by design.’ And collaboration with the best creative team was key to achieving this goal.”
Lefebure added that Design Army “looked at familiar elements of Hong Kong—from landmarks, temples and eateries to fashion, hairstyle, makeups, symbols and colors. We created a bold, rich color palette (China rich reds, jade and mint greens); and brought in iconic elements like dim sum, oriental fans and parasols, even reimagined coiffed ballerina hair to match Hong Kong’s modern skyline.”
The campaign was photographed at iconic locations throughout Hong Kong, including Victoria Harbour, Yick Fat Building/Quarry Bay, Tin Hau Temple (Repulse Bay), Jumbo (famous restaurant in Aberdeen) and Mido Café (Kowloon). The director of photography is Dean Alexander.