Coverage of MTV Hits branding and presentation.
MTV International commissioned a series of new idents specifically for its separate, genre-based channels: MTV Dance, MTV Hits, MTV Rocks, MTV Shows, MTV Base, and MTV Classics. In order to ensure as far as possible that each channel had its own distinctive style, each channel was assigned its own design studio.
"The idea is to promote healthy collaboration between the world’s best motion design talent, whether they are established or straight out of school and wet behind the ears," explains Roberto Bagatti, creative director of MTV's world design studio. "Over time this will allow MTV International to grow and evolve our idents into what could be the best body of international motion design work associated with one brand".
Each ident has been produced in a number of different durations - the maximum being 12 seconds.