MTV NETWORKS | MTV:NEW PITCH
And there was this sunny afternoon in 2003 when MTV gave us a call out of the blue...
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 20sec opening title, bumpers: 5sec into and out of commercial breaks, stings: 2-3sec 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.