Hong Kong Ballet Back With Another Visually Enticing Campaign for 40th Anniversary

To celebrate the 40th anniversary of Hong Kong Ballet, US-based Design Army back with another visually enticing brand campaign that aims to reflect “the passion and vision of the company’s artistic director, Septime Webre.”

The campaign follows last years much talked about the visually stunning campaign, shot by Dean Alexander.

This year, through video directed by Alexander and still photography, Design Army has merged ballet and pop culture into another visually-rich production told through Ravel’s Boléro orchestral piece.


From classical to Hip Hop, to heritage, the campaign tells three stories through music and sound design that reimagines ballet with dancers on basketball courts blending grace with martial arts power inspired by Kung Fu films; fashion embraces trendy athletic wear; and Chinese grandmas with pompoms cheer in the stands.

The campaign also extends to print with some nicely done photographic work.


MORE: Hong Kong Ballet Pops from the Page in New Brand Campaign


Client: Hong Kong Ballet
Artistic Director: Septime Webre

Agency: Design Army
Co-Founder & Chief Creative Officer: Pum Lefebure
Co-Founder & Chief Executive Officer: Jake Lefebure
Sr. Art Directors: Heloise Condroyer, Mariela Hsu
Art Director: Gaby Hernandez
Sr. Designer/Animation: Dany Vo

Director: Dean Alexander
Editor: David Grossbach
1st Assistant Director: Erin Winebrenner
Choreographer: Septime Webre
Assistant Choreographer: Luis R. Torres
Director of Photography: Andrew Strobridge
Producers: Mikyung Kim, MKIM & CO, Vivien Wong
1st Assistant Camera for Video: Kevin Chuen
2nd Assistant Camera for Video: Terence Chan
Gimbal Technician: Wong Cheuk Ming
Camera Production Assistant: Dorcas Ho
Drone: Rex Ngan (Hong Kong Professional Unmanned Aerial Vehicle Association)
Gaffers: Curtiss Li, Wong Wai Ming
Lighting Assistants: Theo Wong, Scott Wong, Sunny Sun, Au Tsan Wing, Michael Tang
Wardrobe Stylist: Christine de Lassus
Wardrobe Stylist Assistant: Lynn Serulla
Hair & Make up Director: Dale Johnson
Hair Stylist: Alistair Rae
Hair Assistants provided by BRUNEBLONDE: Cannis Chan, Sing Chan, Kid Lo, Marcus Leung, Andrew Hau
Make Up Artist: Megumi Sekine
Make Up Assistants: Marco To, Jacqlyn Tan
Props Stylist: Billy Lau, Flow Films
Props Stylist Assistant: Joanne Wong
Sound Design: Nylon Studio, Sydney
Colorgrade: Parker Jarvie, Company 3, New York
Retoucher: Kristen Monthei
Casting: Michael Pizzuto, TruWest Talent Agency
Extra Actresses: Nip Chan, Chen Feng Zhen, Dahlia Tse, Sylvia Wu
Interns: Alex Tam, Annie Yuen, Lexie Peterson, Manliza Chan
Drivers: Provided by Sidney Van Service and Shing Fung Construction Material
Equipment: Cinerent, Rent a Pro, RentACamera
Special Thanks: Mrs Deborah Hung
Venue Partners: Star Ferry, The Marine Department
Hong Kong Ballet is a Venue Partner of Hong Kong Cultural Centre
Hong Kong Ballet is financially supported by the Government of the Hong Kong Special Administrative Region

Harold Henry

Harold Henry

Quite the personality, a regular contributor, and we like to keep him around.

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