MTV
Project | ‘PLEASURE’ TV COMMERCIAL - ARTIST IDENT
CG Spot created for MTV International on the topic of Pleasure as part of MTV Artist Idents.
Client: MTV
Year: 2018
Duration: 14 DAYS
Role: PRODUCTION
The Challenge
Everyone will know of the moment that Neil Armstrong set foot on the moon. The landing influenced the world over, and it even inspired the first images to ever be shown on MTV, a television network launched in 1981 with the aim of airing music videos.
This very ID, or “ident”, featuring MTV’s own theme song composed by Elias Arts, LLC, is constructed from moon landing footage and features a psychedelic (and typically 80s) MTV logo set over the American flag. Creative and extremely out-there for the time, a shortened version of the ID ran every hour on the MTV channel until it was pulled in 1986. This would prove to be the dawn of many idents to come over the years.
According to this, in 2015 MTV redesigned the way the art breaks work, giving upcoming artists total freedom to express their vision of the brand. In this way, MTV asked extraweg to create its own ident.
The Video
This piece was created to push the boundaries of visual art. The idea was to get a spot to feel more like art than commercials and the aim was to create something that will make the people stick to their scenes.
Since back in 1981 we heard: “Ladies and gentlemen, rock and roll” the influence that Mtv has had on all of us is undeniable. With a strong visual impact and playing with the limits we represented the pleasure of being an influencer or be influenced.
Project Credits
Client: MTV INTERNATIONAL
Agency: MTV WORLD CREATIVE STUDIO
Production/Animation Studio: EXTRAWEG CREATIVE STUDIO
Art Director: OLIVER LATTA
Concept: OLIVER LATTA
3D Artists: OLIVER LATTA
Producers: BRUNO LEÓN | FRANCISCO ROMAIRONE
Music Production & Sound Design: GUIDO SMIDER