We don't like pitches and we almost never take part in any. Having
said that – this one simply was too intriguing to decline and
even though our proposal wasn't chosen at the end – two months
later – we were commissioned by the same team for VH1
animations as a result. We still really like the minimalistic
concept and atmospheric feel of our solutions for the mtv:new show.
The animations feature hyper-realistic nature illustrations moving
in the wind and through time. Minor details such as suddenly moving
flowers, plants and insects are presented in a rather dramatic and
theatrical way. The look is contemporary but timeless. We developed
a new mtv:new logo, one 20 sec opening title; bumpers. 5 sec into
and out of commercial breaks; stings. 2-3 sec to break up editorial;
info backgrounds, clip titling, font, set,...
creative brief | excerpts
MTV NEW is 'cool' and 'stylish' and keeps its viewers up-to-date with
a selection of quality music and videos. It is editorially driven
and informative with an entertaining twist. MTV NEW is more purist
in both its output and look. Create an identity which is fresh and
bold and will make a mark.