Agency: Design Army
Client: Hong Kong Ballet
The neverending pandemic. It’s a challenge everyone has faced for the last several years, but the long term goals for the Hong Kong Ballet remained – make the HKB as an institution of national prestige, reach new audiences, and generate subscriptions. However, this proved challenging due random lockdowns in HK and gaining access to dancers, locations, and closures. This meant the HKB season was subject to change/cancellation at any moment, and we had an even smaller budget than previous years to create bigger than before brand results. Not knowing what was next in the pandemic we decided that NEXT should be the seasonal theme. Taking a Surrealist art approach, we develop visuals that would transport audiences to the most desirable places they wanted to be – outdoors and in fresh air. With constant openings and closures due to COVID-19 the season was still very successful. The HKB dancers float on sky-colored backgrounds interacting with nature, the future, and spaces that we only dream of being, while dynamic typographics bend and twist unexpectedly as they interact with the dancers. The results deliver delight and whimsy with an instantly recognizable season branding for the HKB.
Additional Credits:
Pum Lefebure, Chief Creative Office
Sucha Becky, Mariela Hsu, and Heloise Condroyer, Creative Directors
Jake Lefebure, Project Manager