In celebration of its 45th anniversary and the grand opening of its inaugural ballet academy, Hong Kong Ballet unveils a groundbreaking campaign crafted by the visionary minds at Design Army, igniting a whimsical exploration of the universal language of dance.
Embarking on an incredibly bizarre journey, the campaign radiates the vibrancy and authenticity of Hong Kong’s cultural tapestry while weaving inspirations from the ethereal portraits of Degas, the Renaissance era’s elegance, and the infectious energy of hip-hop. From the avant-garde spectacle of “Tutu Academy” to the cosmic encounter with extraterrestrial beings, each scene resonates with an audacious blend of creativity and joy, inviting all, even aliens, to revel in the otherworldly enchantment of dance.
Led by the esteemed ensemble of over 50 dancers, the ballet troupe commandeers iconic locations across Hong Kong, transforming university halls, Tai Kwun’s majestic plaza, and the serene expanse of High Island Reservoir into stages for their Tutu takeover. Against a backdrop of kaleidoscopic hues and gravity-defying choreography, eccentricities abound, from hairdos inspired by koi fish to punk-rock ballerinas en pointe, culminating in a spectacle that defies convention.
With meticulous attention to detail, Design Army orchestrates a visual symphony, playing with graphic scale, circular motifs mirroring the graceful silhouette of tutus, and an eclectic fusion of soundscapes, seamlessly blending Johann Strauss’ timeless melodies with the pulsating rhythms of contemporary culture. At Tutu Academy, where eccentricity reigns supreme and tutus are the norm, students from all walks of life express themselves through the universal language of ballet, transcending barriers of language and identity.
In a heartwarming twist, the arrival of an otherworldly visitor disrupts the routine of Tutu Academy, prompting a whimsical exchange of dance as a means of communication. Through the transformative power of movement, barriers dissolve, and bonds form, culminating in a poignant farewell as the alien, adorned in a magical tutu, returns to his celestial home, carrying the spirit of unity and the promise of newfound connections across the cosmos.
Credits
HONG KONG BALLET
Choreographed by Septime Webre
Concept & Creative Direction by Design Army
Directed by Dean Alexander
Featuring: Artists of Hong Kong Ballet
DESIGN ARMY
Co-Founder & Chief Creative Officer: Pum Lefebure
Account Director: Jake Lefebure
Creative Directors: Heloise Condroyer, Sucha Becky, Mariela Hsu
Design Team: Richard Liu, Jason Chae, Chloe Jung, Momo Jiang
DEAN ALEXANDER PRODUCTIONS
Director / Photographer: Dean Alexander
Director of Photography: Andrew Strobridge
1st AD / Producer: Erin Winebrenner
LAMKA & CO
Executive Producer: Karen Lam
Production Manager: Pat Lui
STYLE DEPARTMENT
Lead Wardrobe Stylist: Christine DeLassus
HKB Director of Wardrobe: Joanne Chong
Lead Makeup Artist: Heisan Hung
Lead Hair Stylist: Him Ng
Wig Artist: Aki Yip
ART DEPARTMENT
Art Director/ Props Master: Gary Tam
Assistant Art Director: Heidi Ng
CREW
Focus Puller: Tai Yun Hong
DIT: Pete Ma
Gaffer: Billy Tai
Electrician: Ng Wai Yin
Drone UAS Director: Rex Ngan
Drone Gimbal Operator: Beck Poon
POST PRODUCTION
Editor: David Grossbach
Color Grade: Parker Jarvie — Company3
3D Artist: Youssef Gamal
VFX/CG: Tonic
Music & Sound Design: Squeak E. Clean Studios