The Life of Bruce Lee

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

The campaign drops ballet into hyper-stylized 1970s Hong Kong nightlife—where speakeasies become midnight discos, tea houses flip 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 shadow, lacquered nails like pointe shoes, and jade greens and China-rich reds glowing under neon haze.

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

It’s nostalgic, high-kicking, wildly creative—and proves once again there’s nothing traditional about ballet when Design Army gets its hands on it.