ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Photography


Agency Design Army / Washington DC

Client Hong Kong Ballet


Fine Art / Conceptual / Series

Annual ID


About the Work

The coronavirus pandemic. It’s the challenge everyone faced in 2021. Despite new hurdles, our goals for the Hong Kong Ballet (HKB) remained. We had to top our previous campaigns, maintain the HKB as an institution of national prestige, reach new audiences, and generate sustaining subscriptions, but this time with a tightened budget, limited access to locations, restrictions on dancers, inability to travel to Hong Kong, and constant uncertainty. Not knowing what was next in the pandemic, we had to use our imagination — and NEXT would become the theme for the HKB seasonal campaign. Inspired by the searching curiosity of the post-WWI Surrealist movement, we conjured a series of key visuals that blended ‘dreams with reality’ to create a new reality — a surreality — for the Hong Kong Ballet. We artfully mixed elements from nature, science-fiction, and the metaverse to create a fantastic world for HKB subscribers and the next generation of Gen Z patrons. Despite art-directing the shoot remotely from the United States, and a season calendar marked by surprise closures and short-notice re-openings, the 2021 HKB season campaign succeeded. The campaign delivered delight and whimsy with images that were instantly recognizable as the Hong Kong Ballet. The HKB operations team saw an increase in subscriptions and grew its social media audience more than 15%. NEXT further elevated the HKB as a premiere cultural institution in Hong Kong, and a vital artistic voice for the world.

2022 Awards

Total Points: 3

Merit Honor


Design Firm

Design Army / Washington DC

Chief Creative Officer

Pum Lefebure

Creative Director

Heloise Condroyer
Mariela Hsu

Executive Creative Director

Sucha Becky


Ken Ngan

Artistic Director

Septime Webre

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