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Citizens of earth, gather round for a bizarro bedtime story with a science-fiction flair that celebrates the Hong Kong Ballet’s 45th anniversary and the debut of its first dance school.
The fantastical tale starts here: “One odd day, a UFO lands and an alien enters the classroom,” where the teacher starts a conversation through movement. “At first, the alien struggles to learn the artful language, until he’s gifted a magical tutu. With fresh confidence, the green-hued stranger joyfully joins the dancing crew.”
The scenario, as outlined by longtime ad agency Design Army, plays out with eye-popping visuals and gravity-defying moves in a three-minute mini-movie called “Tutu Academy.” (There’s a bittersweet farewell at the end, but that’s only a partial spoiler.)
The work is entirely on-brand, following years worth of stunning creative output from the partners. But that makes it no less noteworthy as the masterful marketing streak continues, showing another new way to reimagine a classical dance format for contemporary audiences. This time it involves quirky details like punk rockers en pointe, koi fish-inspired hairdos and some extraterrestrial visitors.
The work mashes up “inspo from Degas’ ballerina portraits, the Renaissance age and artistic hip-hop,” according to Pum Lefebure, the agency’s co-founder and chief creative officer. Collaborators include director Dean Alexander and the ballet company’s artistic director, Septime Webre.
As in previous campaigns, “Tutu Academy” uses picturesque locales like Tai Kwun plaza and High Island Reservoir as a backdrop for the 50-plus superstar athletes, tucking in a bit of travelogue with the storytelling.
