Art + Design

See the Hong Kong Ballet pop on your screen in these striking images

Lights, camera, dance


By Su Fen Tan

See the Hong Kong Ballet pop on your screen in these striking images

Conceptualised and art directed by Washington D.C.-based creative agency Design Army, Hong Kong Ballet’s latest seasonal campaign brilliantly pits the classical dance that is ballet against the vibrant, eclectic city of Hong Kong as a backdrop. The result is ‘Never Stand Still’, a series of visually stunning images starring dancers from the troupe. 

“We looked to establish a vibrant, energy filled brand experience that reflects the passion and drive of dance, and the Hong Kong Ballet’s new artistic director, the highly acclaimed choreographer, Septime Webre,” Design Army stated on its website. “For the brand images, we created a visually stunning language speaking to the vibrancy and energy of the art form, the dancers, and the city itself. We designed a lush, rich world of fantasy through fashion, color, and typography—establishing a recognisable and dynamic brand language.”

In one vivid image (pictured on the cover article), a ballerina strikes a pose in penché on the steps of Tin Hau Temple, portraying “symmetry at its best”. Another captivating shot was inspired by Wong Kar Wai’s In the Mood for Love, with two dancers channeling modern day romance in the popular Mido Café. See more images from the campaign below:

See more of Design Army’s work here

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