Never Standing Still
Award: Shortlist
Shortlist / Art Direction / Art Direction for Film Advertising / 2020
In 2018 a new artistic director took the helm at Hong Kong Ballet, facing dwindling membership, a city in turmoil, and perceptions that ballet was for the elite. After successfully rebranding in 2018, the goal for the Ballet’s 40th anniversary was to establish it as a national institution and reach new audiences. The strategy was to blend traditional and pop culture to celebrate the Ballet’s heritage and innovative spirit. Design Army’s work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a cultural institution nationally and one of the most vital ballets in the world.