Directed by Dean Alexander for Hong Kong Ballet. Image courtesy of Design Army
Hong Kong Ballet’s picturesque photography campaign from 2018 was so iconic, it was even mimicked in a series of adverts by a copycat. The series showed you around sites of charming Hong Kong, enlivened further by striking dance poses.
The company is back again with a brand photography campaign for its 40th anniversary. Teaming with graphic design firm Design Army, Hong Kong Ballet has debuted an eye-popping series of videography and stills, creating a pas de deux of ballet and pop culture all dancing to the tune of director Dean Alexander and Hong Kong Ballet’s artistic director, Septime Webre.
Ballet isn’t limited to the classical silhouettes you’ve seen in textbooks—it can be contemporary and dynamic as well. Its myriad aspects reflect the wildly different streets of Hong Kong, and are illustrated in colorful pictures depicting tradition, city life, martial arts and hip-hop.
Dancers leap across a road, jump against a backdrop featuring a colorful high-rise building, turn into a Chinese lion while en pointe, utilize the side of a boat as a barre, and more.
In a video played against Ravel’s Boléro orchestral piece, Chinese grandmas in cotton candy-esque wigs root for performers using pompoms, ballet dancers challenge each other in Kung Fu-like duels, and people dance on banquet tables.
Every aspect of the campaign’s production, from the pastel designs to the bright athletic wear and fierce concepts, were overseen by Design Army. Check it out below.Design Army, directed by Dean Alexander for Hong Kong Ballet]