Never Standing Still
Entire Design Program
Pum Lefebure (Design Army)
Winner: Design Army Chief Creative Officer: Pum Lefebure Executive Creative Director: Jake Lefebure Creative Director: Heloise Condroyer Art Director: Gaby Hernandez Director: Dean Alexander Choreographer: Septime Webre Director of Photography: Andrew Strobridge Assistant Director: Erin Winebrenner Editor: David Grossbach Music/Sound: Simon Lister Colourist: Parker Jarvie Producer: Mikyung Kim
Winning Website: hkballet.com/en
After successfully rebranding in 2018, our goal for the Ballet’s 40th anniversary was to establish it as a national institution and reach new audiences. Our strategy was blending traditional and pop cultures to celebrate the Ballet’s heritage and innovative spirit. Our work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a cultural institution nationally and as one of the most vital ballets in the world.