Following the introduction of a global look and feel for MTV1 in 2009, our next task was to align MTV UK’s genre-specific music channels. Embracing our mantra of ‘Pop x 1000%’, a set of idents was created to amplify the ‘MTV ROCKS’ niche sound and aesthetic. Rather than developing ideas from familiar indie music iconography, these idents explore the energy, spirit and attitude of the channel. Filmed on location in Spain and dosed with a huge amount of post production, we created an epic landscape populated with intriguing characters and events that encapsulate ‘ROCKS’.
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