For the 2013 evolution of MTV Jams, we graphically showcased the hip-hop stars featured on the channel in an unexpected and disruptive way. In stark contrast to the ‘gangsta’ glamour of the average hip-hop video, these spots redefined the visual vernacular of hip-hop culture toward a modern, minimalistic approach. Reinventing the notion of a moving portrait, we increased brand awareness within the hip-hop community and our core audience at large with these out-of-the-box channel IDs.