We started Developing creative last April and delivered the campaign just last month. Honestly, it feels like there were a million deliverables (as it always does with a rebrand) but there are over 100 spots (5 seconds, 10 seconds, 15 seconds, 30 seconds and 60 seconds in length) and at least another 80 or so branding tools like disclaimers, menus and animated supers. The best thing about working with MTV is the fact that the brief is always very simple: Connect with the demographic. In this case, we wanted to do something that felt inclusive, something that captured the feeling of youth. We also wanted it to be genuine and free of any sort of irony. We presented MTV with the idea of this diverse group of characters in various scenarios that centered around the themes of communication, creation and inclusion. They gave us the go-ahead based on very little reference and a really casual pitch. We have a history with them so they felt comfortable that we would come through with a successful re-brand. There are three main components to the channel branding. There is the channel identity (this tends to be driven by more traditional 'spots') the channel design (which tend to be shorter executions and play the most as these are meant to brand the channel between programming and commercials). The last component is the '10 Spot', which is MTV's night brand and also the prime slot on the channel. The '10 Spot' is typically meant mostly to convey information about upcoming programming. These three sections aren't usually connected to each other, but in this case we decided to use the characters to connect everything and give the channel some consistency in a subtle way. In creating the campaign, we started out with Anthony developing about 30 characters that would serve as the basis for everything. We did all the usual stuff - scripts and boards - but all of that was mostly internal as we had no formal approval process with MTV. We shot everything over three weekends and then moved into post where we further evolved the creative. We used Maya and Cinema4D for all the 3D work and primarily AfterFX for compositing.
Client: MTV Canada Creative Director: Peter Moller Director: Common Good Production Company: Radke Films, Toronto Common Good Creative Director: Jamie Webster Director Of Photography: Brett Vandyke Compositors: Jamie Webster & Alex Avram Lead CG Artist: Alex Avram Executive Producer: Miriana Diquinzio Line Producer: Mary Anne Ledesma Set Art Direction: Carol Sloane Casting: Powerhouse Casting, Toronto Wardrobe: Karynah Zeh Editing House: Bijou, Toronto Editor: Melanie Hider Original Music & Sound Design: Pilotpriest