To debut Hong Kong Ballet’s world premiere — the life of Bruce Lee — Design Army conceived an inventive campaign that celebrates Hong Kong’s authentic culture, art of dance, and the iconic martial artist’s rise during the harbor city’s golden era.
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, says Chief Creative Officer Pum Lefebure, East met West, disco met Canton pop, and Bruce Lee became a global symbol of movement, discipline, and style.
The Design Army team includes Co-Founder & Chief Creative Officer Pum Lefebure; Co-Founder & Chief Executive Officer Jake Lefebure; Executive Creative Director Sucha Becky; Creative Directors Heloise Condroyer and Mariela Hsu; Designers Richard Liu and Molly Stotts; and Production Manager Dri Donely.
Additional credits:
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
