How to re-energize a youth audience around failing awards shows? Relinquish control, give all power to the people, champion creativity, flip the media plan upside down, crowdsource the TV/OOH/social campaign, and convince a once brave brand to be brave once again. Case study is the first vid.
Cannes Lion x4One Show x3Etc.
For National Equal Pay Day, we created a physical clock that posed the question, "If women only get paid 79% of what men make, what if they worked only 79% of the day?" We made hundreds of the clocks and sent them to influential women all over the country including the US Women's Soccer team and the First Lady herself. And, based on the math, we created a site with a calculator where women could determine the exact time they should stop working based on their work hours and race and share it to their social feeds.
MTV x Party
MTV logo idents have been a creative rite of passage for the art & design community for almost 4 decades. But how to evolve a 2D tradition into the 3rd Dimension for a new breed of 21st century mixed media artist? We partnered with toy studio Mighty Jaxx in Singapore to make a blank DIY vinyl toy and created a short documentary franchise of brand stories as told by artist stories.
Artists in order of appearance:
@yoskayyamamoto
@gummifetus
@og_slick
@klyonsnatborn
@mrewokone
@gattocerber
@joshmayhem
As part of Look Different's campaign around gender bias issues, these animated shorts set out to bust some common gender norms that have long permeated culture. Voiced by Kal Penn, Ana Marie Cox, and Hot 97's own Nessaaaaaaa!
MTV Look Different x And - Or Studios
Dwayne Johnson and Kevin Hart's schedules only allowed for a 2 hour TV and still photo shoot. But we still needed a press-worthy idea that could announce they were hosting the Movie Awards and give us a ton of content to play with for the weeks leading up to the show. Enter: The MTV Real-Time Teleprompter Livestream Event. A social-media powered teleprompter gave Dwayne & Kevin movie-inspired prompts to riff on in front of 10 livestreaming phones streaming to 10 different livestream platforms. And then a momma-cam captured the whole thing so we could chop it up into TV spots and social content. The 40-minute livestream got an audience of over 4 million people from which we were able to make over 30 shorter pieces of content. First video is the case study.
Watch the full 40 minute livestream here.
Conceived, scripted, creative directed, and oversaw production of the 2016 MTV Upfront. The idea was to create a post-modern pop-art trade show on MTV drugs, a not-so-subtle satire of the whole concept of media networks selling selling media to media buyers. But instead of the traditional sit-down upfront presentation, we created an experience that got the audience reaching for their phones. Car show turntables, booths representing different properties and shows, an MTV mall that invited drunk people to shoplift, and a performance by Kendrick Lamar, it was self-aware salesmanship with a big ol' MTV smile.
MTV x Julio Himede Productions
Confronted with the usual challenges of a TV network in the 21st century, Viacom leadership thought it was time to run a big reaffirming and reassuring MTV brand anthem that proclaimed our relevance. So we didn't. Instead, we got self-aware, surreal, and silly. And unlike most other brand "anthems", we only spoke the truth, even at our own expense.
MTV x Ghostrobot
While most all 2016 election coverage opted for sensationalism and big names, we decided to talk about the issues instead of the politicians. For the 6 months leading up to the election, we launched a daily dialogue on-air and online with content meant to inform, promote discussion, and incite passion around the stuff that really matters.
Starting 6 months before the 2016 Election, Infographica both informed and amplified an MTV audience’s stance on the issues almost daily on-air and online.
Sometimes Key & Peele have some new characters they want to try out. Sometimes you come up with an idea they like. Sometimes you shoot, edit, and finish 8 spots in 24 hours. Sometimes Key&Peele are so funny they make your job easy.
MTV's Snapchat Discover channel is a phenomenal mobile content experience with a crazy big youth audience. We wanted a crazier bigger youth audience, so we let a credible source do all the talking.
Young people aren't watching TV on TV as much anymore. But instead of fighting that fact, we encouraged it. The MTV App lets you get your MTV wherever and whenever you want. As long as you're watching, what do we care?
Here's an idea, get the world's greatest and most lovable hypeman to hype up the VMAs a week out from the show. Existing solely on Snapchat, Instagram, and Twitter either posted organically from the man himself or via social buys hyper-targeting the hip-hop community, these spots leveraged DJ Khaled's huge social footprint to travel farther and work harder/smarter than a TV campaign ever could.