Flashback – Never Standing Still

One of the APATA team’s favourites from May 2019, which we still can’t stop watching 12 months later, is the Hong Kong Ballet’s 4oth Anniversary Season Launch clip created by Design Army.

I dare you not to smile!

Unexpected and packed full of personality as the company works through their dance battle choreography and…we love it!

The artists of the classical ballet company dance through a basketball court to the tune of Ravel’s Boléro, before the shot cuts to city views filmed in Hong Kong. Dressed in 80s neon and pastel colours, the dancers’ movements are sharp and bold.

On designing the fresh new campaign, Design Army’s creative chief Pum Lefubre said: “The art direction of the film in many ways grew out of the architecture… It has a distinct characteristic and colour with cotton-candy-like pastels bright against the sky. Out of this grew production design and even sound…

“Design Army sketched every piece, and these sketches became our bible. We were juggling conversations with the choreographer, the director, stylists, music designers and prop stylists – and also in talks with the client on how to break through and do something bigger, to bring in humour, to push further in making this accessible.”

This little clip certainly challenges preconceptions about ballet – Never Standing Still!