To celebrate the 45th anniversary of Hong Kong Ballet – and opening of its first-ever ballet academy – top design studio Design Army conceived a crazy inventive campaign that celebrates the universal language of dance.
The wonderfully weird campaign celebrates the universal language of dance that’s wholly authentic to Hong Kong culture – while mashing inspo from Degas’ ballerina portraits, the Renaissance age, and hip hop. From the wildly witty “Tutu Academy” to the sci-fi extraterrestrial, it’s a defiantly unconventional, joyful journey connecting everyone – even aliens – to dance’s unearthly magic.
The 50+ renowned troupe leads a Hong Kong tutu take-over, from its renowned university halls, to Tai Kwun’s stunning plaza, and majestic High Island Reservoir. Eye-popping color, gravity-defying moves, and bizarreness collide with koi fish-inspired hairdos, punk rockers on pointe, a jelly-like gold-toothed alien, and a tutu-wearing spaceship ending.
Designing every quirky detail, Design Army played with graphic scale (from bird’s eye shots to silhouettes against architecture), circular repetition mimicking tutus at every turn, texture, sound, music and more. From Johann Strauss’ classic The Blue Danube Waltz to hip hopping ballerinas backdropped by Hong Kong culture, every element brings the delightfully unexpected.
At Tutu Academy, where tutus are the uniform, students of all characters (geeks to goths) express themselves through ballet—and bizarro hair. One odd day, a UFO lands and an alien enters the classroom. Eager to connect with the visitor who doesn’t speak earthly language, the teacher starts a dance conversation—followed by the entire class. At first, the alien struggles to learn the artful language, until he’s gifted a magical tutu. With fresh confidence, the green-hued stranger joyfully joins the dancing crew. But just as the bond deepens, the alien must return to his homeland. With bittersweet farewells, the UFO departs—donning a tutu too. On his planet, a stark contrast to Tutu Academy’s vibrant vibe, the alien proudly presents tutus to his commanders where they dance in celebration of the newfound connection with Earth.
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
