Designer: MTV World Design Studio Milan

Single entry -- 00'20" Group Hug Context— MTV recreates itself for each generation. Our audience is constantly changing and we always change with them. Since we visually aligned all our MTV channels globally in 2009, we now embark on connecting with today's youth -- the 'Millennials'. Brief— Our 2012 idents should reflect the young, exciting lives of our audience, and connect emotionally with them. They should also relate to the themes in our core programming; bringing it all together in the MTV world! Engaging our audience is key. They ask nothing less, but to be entertained, surprised, inspired and empowered. Solution— Each of the 2012 MTV idents use a unique animation style, but come together in a unified way to express emotions related to our shows' content and audience's lives. 'Group Hug' represents the act of showing someone you care and passing on the love. The central characters mood changes when his friends show him their love and happiness. The idea is very sweet, but we were careful in the design of the characters to give them the look of "art toys" and not children' animation (too young for our target audience).

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