Sydney production company Engine has reinvented MTV Australia's music channels – MTV Music and MTV Dance – to give the brand a new personality.
The campaign is designed to work across multiple mediums including TV, print, social media, fashion and utilises Engine's expertise in filming, design and animation.
Engine creative director Robert Connelly said: “We came up with 42 concepts that played on social media themes such as memes, emoticons and the all-important selfie. Some of the concepts are tongue in cheek, others are just plain silly but all are of the moment and a reflection of youth culture and the MTV audience’s current state of mind.”
More content is also designed to roll out on-air in the coming months.
MTV creative director brand and commercial Vanessa Zuppicich said: “[Engine's] approach was very clever, 'to push boundaries of creativity and experimentation and see what happens’. Engine came up with 42 awesome concepts by using the language of today’s millennials and ultimately giving our music channels new personality. The creative is truly inspiring.”
