The Hong Kong Ballet never stands still releasing striking new brand campaign via Design Army

Hong Kong Ballet, Asia’s premier ballet company, is unveiling its most wildly creative and unexpected campaign yet – reflecting the cutting-edge vision of new artistic director, Septime Webre, formerly of acclaimed Washington Ballet.

Starring dancers from Hong Kong Ballet, the 2018/2019 seasonal campaign and brand photography reimagines the classic art and iconic Asian city – from landmarks and temples to famous eateries – with a wildly fresh twist.

Bold, rich colours (China rich reds, jade and mint greens); mind-blowing midair contortions; meticulously crafted typography; and surreal visuals literally leap off the images – establishing a consistent, eye-popping brand language that is instantly recognisable, unforgettable and undeniably Hong Kong Ballet.

Created in Hong Kong by highly regarded creative agency Design Army, the campaign stars the classic dancers in the most anything-but-typical 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.

The photographer on the project was Dean Alexander. Design Army Chief Creative Officer is Pum Lefebure.