To celebrate the 40th anniversary of Hong Kong Ballet, we conceived and designed a boundary-pushing brand campaign that reflects the passion and vision of the company’s artistic director, Septime Webre. Vibrant, colorful and optimistic, the brand campaign film speaks to Webre’s dynamic energy and Hong Kong Ballet’s innovative spirit.

Through video and still photography, we merged ballet and pop culture into an eye-popping production told through Ravel’s Boléro orchestral piece. From classic, to Hip Hop, to heritage, we told three stories through music and sound design that wildly reimagines ballet. Dancers on basketball courts blend grace with martial arts power inspired by Kung Fu films; fashion embraces trendy athletic wear; and Chinese grandmas with pompoms cheer in the stands. Watch now to go on an unexpected and colorful journey — from the streets of Hong Kong, to majestic Victoria Harbor, and a traditional banquet hall. Enjoy the ride!

To reach new audiences we knew we had to place the artistry and energy of ballet in a contemporary context. The people of Hong Kong, an ultra-modern city with a deeply historic culture, needed to see themselves reflected in The Ballet. The city would provide the perfect metaphor for ballet, a classic art form brought into the 21st century: modern culture and Chinese tradition merged into one.