MTV: 2019 VMA’S
EVOLVING THE CAMPAIGN IDENTITY FOR TV’S BIGGEST AWARDS SHOW
The 2019 VMA's marked the award show's 35th anniversary, making it the ideal moment to open the VMA archives and celebrate the best moments in music, fashion, speeches and celebrities. Taking inspiration from the VMA wordmark, we developed a dynamic identity system that scaled across every touchpoint of the VMA's.
Inspired by moments past, present and future, the VMA arrow mark became the focal point of the campaign, giving viewers a digital remote to navigate. We worked with MTV to select the most noteworthy moments to bring back and teased what was to come at the 2019 awards.
As a nod to the 35th anniversary moment, we created custom 3D award assets and placed the beloved MTV moonperson at the center of the campaign, creating a scroll-stopping system that built equity in the VMA brand.
After taking to social and broadcast, we scaled the campaign across key cities, print and the red carpet, bringing the history of the VMS's together in a moment to celebrate.
CREATIVE CONCEPT / CONTENT CREATION / DESIGN / SPATIAL DESIGN / MOTION DESIGN / PROJECT MANAGEMENT / PRODUCTION
Creative Agency: KAMP