Bruce Lee and ballet?!

When Cultural Icons Collide.

What happens when you combine Bruce Lee, ballet, disco-era Hong Kong, and one of the world's most imaginative creative agencies?

You get the latest campaign from Design Army for Hong Kong Ballet's world premiere production, The Legend of Bruce Lee—a project that demonstrates how fearless creative thinking can transform a performing arts campaign into a cultural event.

Known for its cinematic visual storytelling and unapologetically bold aesthetic, Design Army—a multi-Applied Arts Awards-winning design studio—was once again entrusted with bringing Hong Kong Ballet's ambitious new production to life. Rather than leaning on familiar martial arts imagery or traditional ballet conventions, the agency crafted an entirely new visual universe where kung fu, dance, fashion, and nightlife collide, reimagining Bruce Lee's legacy through a distinctly contemporary lens.

Rewriting the Rules of Ballet Marketing

To debut Hong Kong Ballet’s jaw-dropping world premiere—the life of Bruce Lee—Design Army conceived a wildly inventive campaign that boldly celebrates Hong Kong’s authentic culture, the art of dance, and the legendary martial artist’s rise during the harbour city’s golden era. With visuals as eye-popping and unexpected as artistic director Septime Webre’s ambitious vision, it’s ballet fever like you’ve never seen before.

The campaign drops ballet into the hyper-stylized nightlife of 1970s Hong Kong—where speakeasies become midnight discos, tea houses transform 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 eye shadow, lacquered nails sharp as pointe shoes, and jade greens and China-rich reds glowing beneath a haze of neon light.

The inspiration came from Bruce Lee himself—his movement, charisma, discipline, and instantly recognizable yellow jumpsuit. Ballet and martial arts both demand extraordinary control, grace, athleticism, and emotional expression. This campaign celebrates that intersection where dance meets kung fu.

—Pum Lefebure, Co-Founder & Chief Creative Officer, Design Army 

Shot entirely on location, the campaign pays homage to Hong Kong’s golden age—a moment when East met West, disco met Cantopop, and Bruce Lee emerged as a global symbol of movement, discipline, and style.

Nostalgic, high-kicking, and bursting with creative energy, the campaign proves once again that ballet can be anything but traditional. Design Army has transformed a cultural icon into a visual spectacle that feels both timeless and contemporary, delivering a campaign worthy of the legend it celebrates—and setting a new benchmark for how the performing arts can be brought to life through design.

Credits:

The 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 and Mariela Hsu 
Designers Richard Liu and 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 Artists: Chi Chi Li, Vanessa Wong Jovy Chai, Elaine Lai, Tsz Yan Ng
Nail Artist: Sophie Lefebure 

HAIR 
Lead Hair Stylist: Him Ng 
Hair Stylists: Cooney Lai, Winky Wong, Kolen But

WARDROBE TEAM
Wardrobe Stylist: Christine de Lassus 
Tailor: Jerman Chu 
Styling Assistants: Cassie Lam, Colla Ng, Evelyn Chang

PRODUCTION TEAM 
Producer: Agnes Chan & Ariel Au from THE BESTIES 
Production Manager: Mandy Fung 
Production Assistants: 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

For creative professionals searching for inspiration, The Legend of Bruce Lee campaign is a masterclass in reframing expectations, embracing cultural specificity and finding fresh energy in unexpected combinations.