At their best, the VMAs are a platform for creative self-expression and true artistic freedom. So it only made sense the campaign should give VMA artists the freedom to make it their own too.
We launched with an ode to a blank canvas --directed by Anthony Mandler and voiced by Swizz Beatz-- and sent personalized handbooks to the VMA artists asking for a Pantone color and some words. Then, MTV curated and commissioned visual artists to bring their words and color to life with the VMA artists serving as auteurs the whole way through.
Lo and behold, the VMA artists took interest, ownership and authorship that had the pieces traveling as far as their millions upon millions of followers shared them. The VMAs began to be associated with authentic artistic content before the artists ever took the stage.
Was also strangely instrumental in helping Ariana Grande win a Guinness World Record.