You don’t have to be a huge fan of ballet in order to show interest in this article. You don’t even have to be a fan of dancing. All you have to do is be able to recognize the artistic value of photographs and appreciate the elasticity of the human form. Hong Kong Ballet commissioned creative agency Design Army to create the campaign for their new season of ballet shows. While most ballet campaigns concentrate of black and white and ambient backgrounds, the design agency chose bright colors and backgrounds that catch the viewers eye and make the human forms look unreal.
The photos were shot in Hong Kong and dancers from the troupe participated.
The designers wanted to add to the vibrancy of the city, adding colorful clothes and a joyful atmosphere.
The entire work is trying to stay close to the entire red culture of China.
The last thing the designers wanted for this campaign was to be subtle and quiet.
Pum Lefebure and her husband Jake found Design Army back in 2003 and run it together since.
The company itself always tries to keep things on the low and not make extremely big gestures that only want to cause distruction.
Pum feels that trying to be as authentic as possible is what we need the most today, since everyone’s trying to portray a perfect life throught their Instagram accounts.
Creating a campaign that will draw people’s attention for all the right reasons is what every designer should be willing to do. Especially when the campaign breathes the aura and culture of a country, then the result is even more personal and meaningful.