Honoring their roots while boldly looking to the future, Hong Kong Ballet marked its 45th anniversary by expanding its educational program and renaming it the Hong Kong Academy of Ballet. This wasn’t just a celebration—it was a reinvention, a mission to make ballet accessible to everyone, across generations and communities. Challenged by the need to raise awareness and funds to continue programs, the campaign reimagines how the beauty of ballet can inspire, connect, and motivate modern audiences.
At the heart of this transformation is Tutu Academy, a campaign created to break Hong Kong Ballet free from ballet’s traditional mold. Drawing from the elegance of Degas’ ballerinas, the richness of Renaissance art, and an original score that seamlessly weaves together Johann Strauss’ The Blue Danube Waltz with hip-hop, the film tells the story of an alien outsider discovering his place through dance. Set against the vibrant backdrop of Hong Kong—where over 50 dancers performed in iconic locations like university halls and the High Island Reservoir—the campaign reframed ballet as a universal language, celebrating self-expression and inclusion. Ballet wasn’t just for the stage anymore—it was for the streets, the people, and the world.
Launched across digital and traditional media - including in-person events - the impact was extraordinary. The campaign garnered over 3.4 million views, 660k shares and press mentions, and reached more than half a million people during an outdoor broadcast. More importantly, the school saw new student enrollment surge by 34%, and a 79% increase in ticket sales immediately following the release of TuTu Academy.
- Chief Creative Officer
- Pum Lefebure
- Director
- Dean Alexander
- Artistic Director/Chroeography
- Septime Webre
- Creative Directors
- Heloise Condroyer, Sucha Becky, Mariela Hsu
- Design Team
- Richard Liu, Jason Chae, Chloe Jung, Momo Jiang
- Director of Photography
- Andrew Strobridge
- 1st AD / Producer
- Erin Winebrenner
- Editor
- David Grossbach
Project link
