To debut Hong Kong Ballet’s jaw-dropping world premiere, the life of Bruce Lee, Design Army conceived a crazy inventive campaign that boldly celebrates Hong Kong’s authentic culture, the art of dance, and the iconic martial artist’s rise during the harbor city’s golden era. With stunning visuals as every bit as eye-popping and unexpected as artistic director Septime Webre’s edgy vision, it’s ballet fever like you’ve never seen.
The campaign drops ballet into hyper-stylized 1970s Hong Kong nightlife – where speakeasies become midnight discos, tea houses flip into dance floors, and back alleys and staircases turn into stages for gravity-defying martial arts choreography. Think Saturday Night Fever meets Kowloon kung fu mythology, wrapped in pirouettes: bell bottoms snapping mid-kick, disco-inspired spherical hairstyles, electric blue shadow, lacquered nails like pointe shoes, and jade greens and China-rich reds glowing under neon haze.
Shot entirely on location, the campaign pays homage to Hong Kong’s golden age – when East met West, disco met Canton pop, and Bruce Lee became a global symbol of movement, discipline, and style.
It’s nostalgic, high-kicking, wildly creative, and proves once again there’s nothing traditional about ballet when Design Army gets its hands on it.
Credits
DESIGN ARMY
Co-Founder & Chief Creative Officer: Pum Lefebure
Co-Founder & Chief Executive Officer: Jake Lefebure
Executive Creative Director: Sucha Becky
Creative Directors: Heloise Condroyer, Mariela Hsu
Design Team: Richard Liu, Molly Stotts
Production Manager: Dri Donely
PHOTOGRAPHY
Photographer: Dean Alexander
1st AD / Producer: Erin Siegler
Retouch: Kristen Monthei
MAKEUP
Lead Make-up Artist: Heisan Hung
Make-up Artist: Chi Chi Li, Vanessa Wong Jovy Chai, Elaine Lai, Tsz Yan Ng
Nail Artist: Sophie Lefebure
HAIR
Lead Hair Stylist: Him Ng
Hair Stylist: Cooney Lai, Winky Wong, Kolen But
WARDROBE TEAM
Wardrobe Stylist: Christine de Lassus
Tailor: Jerman Chu
Styling Assistant: Cassie Lam, Colla Ng, Evelyn Chang
PRODUCTION TEAM
Producer: Agnes Chan & Ariel Au from THE BESTIES
Production Manager: Mandy Fung
Production Assistant: Ashley Chan, Samson Chan Yiu, Don’t Add Light
ART DEPARTMENT
Art Director: Gary tam
Art Team: Heidi Ng, Kumi, Caster So
LIGHTING TEAM
Gaffer: Ming Suet
Lighting Team: Samuel Chan, Alan Yau, Jason Li
HONG KONG BALLET
Artistic Director: Septime Webre
Director of Marketing: Alexia Chow
Marketing Manager: Anson Ho