Ad Nut
May 17, 2018

Hong Kong Ballet campaign is a soaring success

A joyous, gorgeous campaign by Design Army and photographer Dean Alexander makes the troupe impossible to ignore.

Transposing ballet moves into modern Hong Kong settings, the Hong Kong Ballet's 'Never stand still' campaign is the rare piece of work that actually deserves the often-abused adjective 'jaw-dropping'.

The campaign promotes the ballet troupe's 2018/2019 season and was created by Washington DC-based agency Design Army, with photographer Dean Alexander. It aims to "establish a vibrant, energy-filled brand experience that reflects the passion and drive of dance", according to the agency.

Ad Nut would say it succeeds—and then some. 

By the way, if you're wondering how an agency in the US capital ended up handling a campaign for a Hong Kong ballet troupe, the HK Ballet's artistic director and choreographer Septime Webre was previously with the Washington Ballet, and first worked with the agency there. It's always about connections.

Here's a behind-the-scenes video about the creation of these remarkable images:

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