Never Stand Still
Craft Photography - Series
Pum Lefebure (Design Army)
Chief Creative Officer: Pum Lefebure Account Manager: Jake Lefebure Creative Director: Sucha Becky Art Director: Heloise Condroyer, Christos Zafeiriadis Designer: Vy Vo, Dang Vo Winner: Design Army
Hong Kong Ballet, one of Asia’s premier dance companies, was undergoing a major transformation under the leadership of a new artistic director. We were approached to develop a brand campaign that would reach a new audience and change the perception that ballet was only for the elite. The “Never Stand Still” brand campaign, began by first building the core principles of Hong Kong Ballet’s visual language with a focus on brand photography.