Never Standing Still | Hong Kong Ballet

Agency: Design Army

Client: Hong Kong Ballet

Country: Hong Kong

In 2018 a new artistic director took the helm at Hong Kong Ballet, facing dwindling membership, a city in turmoil, and perceptions that ballet was for the elite. After successfully rebranding in 2018, the goal for the Ballet’s 40th anniversary was to establish it as a national institution and reach new audiences.

The strategy was to blend traditional and pop culture to celebrate the Ballet’s heritage and innovative spirit. Design Army’s work helped increase subscriptions by 33%, and elevated Hong Kong Ballet’s position as a cultural institution nationally and one of the most vital ballets in the world.

Eyes Say More Than Words| Georgetown Optician

Agency: Design Army

Client: Georgetown Optician

Country: United States

Georgetown Optician is a purveyor of luxury eyewear with multiple retail locations in Washington, DC. The challenge was to create an integrated brand campaign to showcase its 2020 collection. The campaign includes in-store, online, in product and print, but the focal point is the film. 

Our world is louder than ever before, so Design Army imagined a place where eyes say more than words. They took visual cues from eccentric 1970s style, specifically high school yearbooks. Georgetown Optician has since been recognised as one of the most creative and innovative retail brands in global eyewear.

AirPods – Bounce | Apple

Agency: Apple / TBWA\Media Arts Lab / Apple / TBWA\Media Arts Lab\Apple / Framestore

Client: Apple

Country: United States




Bounce captures what it feels like to experience the extra burst of freedom provided by the even-more-wireless new AirPods. In the film, the whole environment of a city becomes a trampoline, turning a young man’s everyday commute into a wonderful musical experience.

Sound Images| Berlin Philharmonic

Agency: Scholz & Friends Berlin

Client: Berlin Philharmonic

Country: Germany


In 2019, the Berlin Philharmonic – one of the world’s leading orchestras – was looking for an eye-catching visual concept for its new concert season. Scholz & Friends put the focus on what fascinates people the most about the orchestra: its unique sound. 

With a metal plate and the laws of physics, the musicians are able to portray their exceptional sound. Making visible what could so far only be heard, the Sound Images became a unique visual concept for the entire season’s communication, lending visual fascination to the orchestra’s acoustic perfection.