Design Army has created a campaign for Hong Kong Ballet’s world premiere production based on the life of Bruce Lee, set against a hyper-stylized vision of 1970s Hong Kong.
Shot on location, the campaign places ballet within a reimagined 1970s Hong Kong nightlife — speakeasies recast as midnight discos, tea houses as dance floors, and back alleys and staircases as settings for martial arts choreography. Visual references include bell-bottoms, disco-inspired spherical hairstyles, electric blue shadow, lacquered nails like pointe shoes, and jade greens and China-rich reds under neon light.
According to the release, the campaign draws on a period when East met West, disco met Canton pop, and Bruce Lee became a global symbol of movement, discipline, and style.
“We approached the campaign like an editorial fashion spread—creating a hyper-stylized vision inspired by 1970s Hong Kong nightlife,” said Pum Lefebure, Chief Creative Officer and Co-Founder, Design Army.
“The story unfolds inside a popular local hot pot restaurant transformed into a theatrical stage where dance, kung fu, disco, and drama collide. Bruce Lee becomes the spirit and hero of this world.”
Lefebure added: “The inspiration came from Bruce Lee himself—his movement, charisma, discipline, and instantly recognizable yellow jumpsuit. Ballet and martial arts both demand extraordinary control, grace, athleticism, and emotional expression. This campaign celebrates that intersection where dance meets kung fu.”
Credits
“BALLET FEVER”
DESIGN ARMY
Co-Founder & Chief Creative Officer: Pum Lefebure
Co-Founder & Chief Executive Officer: Jake Lefebure
Executive Creative Director: Sucha Becky
Creative Directors: Heloise Condroyer, Mariela Hsu
Design Team: Richard Liu, Molly Stotts
Production Manager: Dri Donely
PHOTOGRAPHY
Photographer: Dean Alexander
1st AD / Producer: Erin Siegler
Retouch: Kristen Monthei
MAKEUP
Lead Make-up Artist: Heisan Hung
Make-up Artist: Chi Chi Li, Vanessa Wong
Jovy Chai, Elaine Lai, Tsz Yan Ng
Nail Artist: Sophie Lefebure
HAIR
Lead Hair Stylist: Him Ng
Hair Stylist: Cooney Lai, Winky Wong, Kolen But
WARDROBE TEAM
Wardrobe Stylist: Christine de Lassus
Tailor: Jerman Chu
Styling Assistant: Cassie Lam, Colla Ng, Evelyn Chang
PRODUCTION TEAM
Producer: Agnes Chan & Ariel Au from THE BESTIES
Production Manager: Mandy Fung
Production Assistant: Ashley Chan, Samson Chan
Yiu, Don’t Add Light
ART DEPARTMENT
Art Director: Gary tam
Art Team: Heidi Ng, Kumi, Caster So
LIGHTING TEAM
Gaffer: Ming Suet
Lighting Team: Samuel Chan, Alan Yau, Jason Li
HONG KONG BALLET
Artistic Director: Septime Webre
Director of Marketing: Alexia Chow
Marketing Manager: Anson Ho
