{"id":1169,"date":"2024-06-03T12:00:00","date_gmt":"2024-06-03T12:00:00","guid":{"rendered":"http:\/\/atomic-hair.net\/?p=1169"},"modified":"2024-06-06T15:26:11","modified_gmt":"2024-06-06T15:26:11","slug":"design-armys-out-of-this-world-campaign-for-the-hong-kong-ballet","status":"publish","type":"post","link":"http:\/\/atomic-hair.net\/index.php\/2024\/06\/03\/design-armys-out-of-this-world-campaign-for-the-hong-kong-ballet\/","title":{"rendered":"Design Army\u2019s Out of This World Campaign for the Hong Kong Ballet"},"content":{"rendered":"

The Hong Kong Ballet<\/a> is celebrating its 45th anniversary with a groundbreaking campaign in collaboration with Design Army<\/a> and Dean Alexander Productions<\/a>. The production brings the ethereal beauty of ballet to the masses, transforming it from a symbol of privilege to a universal cultural experience. This inventive campaign, inspired by Degas\u2019 ballerina portraits, the Renaissance, and artistic hip-hop, redefines ballet in a uniquely Hong Kong context. From the witty \u201cTutu Academy\u201d to sci-fi extraterrestrial scenes, the film captures the essence of dance as a universal language, connecting everyone, even aliens, to its unearthly magic. With vibrant settings ranging from university halls to iconic plazas, the campaign showcases the troupe\u2019s artistry against the backdrop of Hong Kong\u2019s cultural landmarks, making ballet accessible, relatable, and joyfully unconventional.<\/p>\n

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The 50+ renowned troupe leads a Hong Kong tutu take-over \u2014from its renowned university halls to Tai Kwun\u2019s stunning plaza to the majestic High Island Reservoir. Eye-popping color, gravity-defying moves, sheer beauty, and weirdness collide with koi fish-inspired hairdos, punk rockers on pointe, a jelly-like gold-toothed alien, and a tutu-wearing spaceship ending. Always at the forefront, never standing still\u2014this campaign freshly defines Hong Kong Ballet.<\/p>\n

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Designing every quirky detail, Design Army played with graphic scale (from bird\u2019s-eye shots to silhouettes against architecture), circular repetition mimicking tutus at every turn, texture, sound, music, and more. From Johann Strauss\u2019 classic waltz, \u201cThe Blue Danube,\u201d to hip-hopping ballerinas backdropped by Hong Kong culture, every element brings the delightfully unexpected.<\/p>\n

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At Tutu Academy, where tutus are the uniform, students of all characters (geeks to goths) express themselves through ballet\u2014and bizarro hair. One odd day, a UFO lands and an alien enters the classroom. Eager to connect with the visitor who doesn\u2019t speak earthly language, the teacher starts a dance conversation\u2014followed by the entire class. At first, the alien struggles to learn the language until he\u2019s 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\u2014donning a tutu too. On his planet, a stark contrast to Tutu Academy\u2019s vibrant vibe, the alien proudly presents tutus to his commanders, and they dance to celebrate their newfound connection with Earth.<\/p>\n

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Inspired by Degas\u2019s beautiful ballerina portraits, the design team playfully wondered what the artist\u2019s work would look like if they brought it to life today. The result is a story popping with the painter\u2019s gorgeous coral hues mixed with Hong Kong\u2019s heritage red\u2014all juxtaposed with vivid shades of juicy jade, like the head-toe painted alien, that explode with extraterrestrial contrast.<\/p>\n

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All images courtesy of Design Army and the Hong Kong Ballet.<\/em> <\/p>\n

Film Credits: Hong Kong Ballet, Design Army, and Dean Alexander Productions, with Lamka & Co. Watch the film and see the full list of credits<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The Hong Kong Ballet is celebrating its 45th anniversary with a groundbreaking campaign in collaboration with Design Army and Dean Alexander Productions. The production brings … <\/p>\n","protected":false},"author":1,"featured_media":1171,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-color-design","latest_post"],"_links":{"self":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1169"}],"collection":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/comments?post=1169"}],"version-history":[{"count":1,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1169\/revisions"}],"predecessor-version":[{"id":1170,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1169\/revisions\/1170"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/media\/1171"}],"wp:attachment":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/media?parent=1169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/categories?post=1169"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/tags?post=1169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}