An update and more visuals on the MTV Australia “Organic” campaign via Sydney based creative production studio Umeric.
Led by network CD Cristian Jofre and Director Ash Bolland, the campaign was shot in a wide range of MTV audience identifiable locations throughout Australia. Music by Simon Pyke / Freefarm (who also handled the recent Five USA rebrand). I’m told that the campaign was so well received that it’s been screened in HD with other brand extensions possibly already in the works.
MTV initially commissioned the creative shop to develop a series of 12 channel idents (with associated print campaign) for the Australian wing of the powerhouse brand.
Four abstract design concepts where developed to reinterpret the MTV logo based around the themes “Aggressive”, “Calm”, “Lively” and “Organic”.
As a sidenote, I DID have incredible calamari last night. (fresh horseradish should always be dolloped in cocktail dipping sauce, no?) Glad I didn’t re-watch these before dinner. Here’s one of the IDs in higher resolution Quicktime.