Never Standing Still
In 2018 a new artistic director took the helm at Hong Kong Ballet, facing dwindling membership, a city in turmoil, and perceptions that ballet was for the elite. After successfully rebranding in 2018, the goal for the Ballet’s 40th anniversary was to establish it as a national institution and reach new audiences. The strategy was to blend traditional and pop culture to celebrate the Ballet’s heritage and innovative spirit. Design Army’s work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a cultural institution nationally and one of the most vital ballets in the world.
- Art DirectionArt Direction for Film Advertising
Country
- United States
Client
- Hong Kong Ballet
Director
- Dean Alexander
Chief Creative Director
- Pum Lefebure
Artistic Director
- Septime Webere
Chief Executive Officer
- Jake Lefebure
Senior Art Director
- Mariela Hsu
- Heloise Condroyer
Editor
- David Grossbach
Assistant Director
- Erin Winebrenner
Director of Photography
- Andrew Strobridge
Producer
- Mikyung Kim
Producer Assistant
- Vivien Wong
Wardrobe Stylist
- Christine de Lassus
Wardrobe Assistant
- Lynn Serulla
Hair & Make-Up Designer
- Dale Johnson
Hair Stylist
- Alistair Rae
Make-up Artist
- Megumi Sekine
Prop Stylist
- Billy Lau
Composer
- Simon Lister
Colour Grading
- Parker Jarvie
Animation Designer
- Dany Vo
Creative Agency
- Design Army
Sound Design
- Squeak E Clean
Direction
- Dean Alexander Photography
Choreographer
- Luis Torres
Design Agency
- Design Bridge
- Design Army
In 2018 a new artistic director took the helm at Hong Kong Ballet, facing dwindling membership, a city in turmoil, and perceptions that ballet was for the elite. After successfully rebranding in 2018, the goal for the Ballet’s 40th anniversary was to establish it as a national institution and reach new audiences. The strategy was to blend traditional and pop culture to celebrate the Ballet’s heritage and innovative spirit. Design Army’s work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a cultural institution nationally and one of the most vital ballets in the world.