Brace for Impact.
VMA 2017
Creative Direction, Branding
In 2017, MTV aimed to remind both its longstanding and new audiences of the core values of the VMAs and how they are closely connected to the MTV brand at its finest.
The first (small) step was to rethink our approach to the VMA logo. Moving away from bespoke annual treatments, a simpler more modern approach was employed, with the MTV logo front and center. This created a consistent, recognizable visual identity for the awards show that continues to this day.
The concept of space travel was used as a persistent visual theme through out the massive 360 campaign, symbolizing a journey of exploration, discovery, and pushing boundaries, which aligns with the VMAs' history of celebrating artists who break new ground. It was also a not so subtle reminder that attending or watching the VMAs is like embarking on an exciting, journey into the (outer) world of music and entertainment.
Brace for Impact.
BRAND ELEMENTS
ANTHEM
KEY ART / OUTDOOR
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BRAND CREATIVE TEAM
SVP Design: Thomas Berger
VP Editorial: Justin Russell
Creative Directors: Catherine Chesters, Scott Massey, Hannah Vanderpoel, Scott Massey, Jason Letkiewicz, Justin Friedus
Production team: Amy Campbell, Joyeux Noel, Lisa Nussbaum, Francesca Batista, May Azcue, Molly Shea
Sr. Animator: Jennifer Epstein
Motion Design: Mike Erla, Blake Morrison, Brandon Roche, Chloe Bush, Ethan Mackin, Magda Baez, Oscar Rivera
Sound design: Fred Kim, Dave Hnatiuk, Dave Huston
Photo Editor: Katie Zimmerman
Design: August Foreman, Hernan Ayala, Patrick Hegarty, Joe Cosentino, Patrick Malloy, Jaewoo Ahn, Sarah Cohen, Christina Nahas
CREATIVE PARTNERS
VMA logo mark: Champions Design
VMA logo animation: Mainframe UK
Photographer: David LaChappele
ANTHEM spot
Director: Floria Sigismondi
Cinematographer: Larry Fong
Production: Believe