Never Stand Still: A Pulsating New Campaign for Hong Kong Ballet

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Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

Hong Kong Ballet is one of the premier classical ballet companies in Asia and is internationally recognised as a world-class institution that represents Hong Kong’s unique character. But that doesn’t mean it’s stuffy or boring.

Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

With nearly 50 dancers from Hong Kong, Mainland China, Europe and the U.S. as well as other parts of Asia, the company has won recognition in recent years both regionally and internationally.

Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

Hong Kong Ballet’s repertoire combines 19th to 21st century classical masterpieces, acclaimed contemporary works and newly commissioned ballets performed to audiences in Hong Kong and abroad. Septime Webre, former Artistic Director of The Washington Ballet, joined the Company as its new Artistic Director in July 2017.

Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

On Friday May 11, the Hong Kong Ballet is unveiling its most edgy, unexpected, visually stunning seasonal campaign to date, seen in the images here. Promoting Webre’s wildly fresh vision for the ballet company’s 2018/19 artistic season, the theme is passion (hence the blood-red jolts of color) and the tagline is “Never Stand Still.”

Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

The campaign stars the ballet’s classically-trained dancers in extreme, anything-but-typical (or subtle) visuals—striking airborne contortions in surreal settings—all backdropped by Hong Kong’s landmarks, newly reimagined.

Hong Kong Ballet 2018/19 artistic season (Design Army / Alexander Dean)

Fierce, graceful, gasp-worthy and exploding with China’s iconic rich red, the images include a ballerina in a temple holding a tea flask, a pair of dancers in a restaurant donning Mad Men retro, and balancing dim sum pots on a boat with Hong Kong’s iconic Jumbo Kingdom floating restaurant in the background.

【2018/19 Season Announcement 舞季節目公佈】 We are thrilled to welcome you to our 2018/19 Season! This season is about PASSION – that powerful driving force which makes our blood run faster and fills our lives with emotion, excitement and energy. This season features the Asian premières of ALICE (in wonderland) and The Great Gatsby, Giselle, Le Corsaire, Ballet Classics for Children: Carnival of the Animals and The Nutcracker. Other new productions include Hong Kong Cool, the 1st Annual International Gala of Stars and HK Ballet x HK Phil: The Rite of Spring. Subscribe now to enjoy up to 35% discount, exclusive sneak peeks, Ballet Happy Hours, Ballet Salon evenings and many more! 我們公布2018/19舞季節目!充滿「熱情」的焦點節目包括:開幕節目《愛麗絲夢遊仙境》;呈現二十年代紐約上流社會風貌、伴以現場爵士音樂的《大亨小傳》;浪漫芭蕾《吉賽爾》;《古典芭蕾冇有怕》新系列《動物嘉年華》篇;永恆聖誕經典《胡桃夾子》;載譽重演《海盜》;舞星如雲的《第一屆國際芭蕾巨星匯》;集合本地藝術家跨界合作的《香港酷》以及與香港管弦樂團聯合製作的《港芭x港樂:春之祭》。 立即訂票,可享最高六五折優惠;優先參與「芭蕾歡樂時光」、芭蕾沙龍聚會等活動,讓大家與芭蕾藝術拉得更近! Subscribe now 立即訂票 >> goo.gl/bp2Vvd Download Brochure 舞季季刊 >> goo.gl/a3wFvt Explore more 探索更多 >> goo.gl/M4ugJM Dancer: Ye Feifei Creative: @designarmy Photography: @deanalexander01 #HKBallet #HongKongBallet #NeverStandingStill #HKB201819 #Ballet #PASSION #DesignArmy #Red #Septime Webre

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Even the buns of the five fan-wielding dancers mimic the Hong Kong skyline behind them in this eye-popping design-meets-dance campaign. Creative credit to Design Army and photographer Dean Alexander; hear more from Webre below:

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