Design Army's Visual Refresh of the Hong Kong Ballet Takes a Leap Into a Surrealist Dreamland

'This new campaign flips classic ballet on its head'

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Design Army’s just given the Hong Kong Ballet, Asia’s premier ballet company, a visual refresh.

Led by Septime Webre, formerly of the Washington Ballet, the “Never Stand Still” redesign stars dancers from the company’s 2018/2019 season, shot throughout the city of Hong Kong.

But you’ve never seen Hong Kong like this—its temples and well-known eateries are revisited with colors that look almost painted on, while ballet dancers in the foreground are frozen in poses that seem nearly impossible.

“For great art direction to be seen, the key is to simplify elements so that creative can shine through,” Pum Lefebure, CCO and co-founder of Design Army, explained.

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