I developed a big project for MTV International called MTV.OS.
MTV.OS is an multidimensional audiovisual terminal (or brand packaging, if you are a human) that emerges from the idea of an artificial intelligence that takes over a TV channel. Naturally, the algorithms absorb not just the information emitted by the user, but also rainbows and magic.
The list of assets that comprise this project are: 20 animated and customizable Idents, 5 bumpers, 24 text containers, 20 backgrounds, 18 Animated Emojis, 1 typography designed with the latin, greek and cyrillic alphabet and a sound kit with 125 sounds. All the pieces were designed in horizontal, vertical and square formats.
In order to be able to show the concept of the project and the use of each one of the assets, I developed a “Hello World!” type of reel, which was generated using the same assets that were delivered for the project.
MTV.OS is the cognitive-audiovisual representation of an algorithmic culture that takes control of our lives. Algorithms, though not well known by many people, is taken as a pop culture element par excellence, exploited to obtain all its variations until it reaches fully automated absurdism. Within the range of possibilities we have Computational Comedy based in Neural Networks and Deep Learning, explained in such a way that the absurdism of it all explains the sometimes complex concepts of big data culture. Bots and funny search suggestions, A.I. Astrology, Artificial Stupidity and Machine Generated Talk are just a few of the elements that emerge out of the convergence of algorithmic culture and absurdism.
THE MTV.OS RESULT IS A HYPERACTIVE TEENAGER THAT KNOWS EVERYTHING ABOUT YOU AND IS IN COMPLETE CONTROL OF THE CHANNEL.
MTV.OS was developed to be the aural voice of the brand, a mashup of all the user’s personalities coming to life. “It” can express itself via text, video and images using more than 30 idents, logos, backgrounds, text containers and sound created so they can be edited and intervened by each MTV creative team from different sides of the world.
MTV.OS is a new stage in the evolution of the brand as it was conceived as remediation of the on-air sensibilities combined with existing online identities that float around the brand that is MTV. This is also why it can be combined with elements from the previous stages.
The visual concept of MTV OS lives within the bran idents, bumpers, logos and promos. Both T.V. and Social Media. As such, it is ubiquitous.
THE MTV.OS ASSETS
I - IDENTS X30 - AUDIOVISUAL PIECES CREATED FOR MTV.OS TO COMMUNICATE ITS “VOICE”.
II - BUMPERS X5 - BUMPERS ARE A VISUAL AND CONCEPTUAL EXTENSION OF THE “SELF” OF MTV.OS.
III - CONTAINER BOXES X24 - text containers to create promos on tv and social media.
IV - BACKGROUNDS X20 - ascii code, Pixel Sort, glitch & noise and magic rainbows backgrounds.
V - INVADERS X20 - animated emojis for tv, promos and social media.
VI - 3D MTV LOGOS X10 - different mtv 3d logos to create promos or modify idents.
VII - TYPEFACE X1 - camcorder typeface designed with Latin, greek and CYRILLIC alphabets.
VIII - SOUND KIT X125 - a sound kit with more than 100 sounds about mtv.os.
I - IDENTS:
II - BUMPERS:
III - CONTAINERS:
IV - backgrounds:
Notifications that pop up on the screen while you’re watching MTV. These alerts could be jokes o news. Notifications that pop up on the screen while you’re watching MTV. These alerts could be jokes o news.
V - MTV LOGO & INVADERS:
Company: MTV International - Agency: MTV International - World Design Studio Buenos Aires - VP Creative Director: Sean Saylor - Creative Director: Ignacio Gil - Creative Lead: Maxi Borrego - Creative team: Sol Astolfi - Lead Designer: Charlx Alemañy - Director Production & Operations: Josefina Marfil - Lead Producer: Delfina Chiesa
Creative Director & Design: Tomás García - Sound Design: Mateo Amaral - Executive Producer: Tomás García - Producer: Gabriel Freire - Typeface Design: Bjorn Johansson - 2D Animation: Tomás García, Gabriel Freire, Alejandro Bonafina, Martin Kowal, Matias D'Alessandro. - 2D Additional Animation: Thomas Roger - Additional Design: Leandro Chaman, Agustin Alvarez - 3D Modeling & Animation: Nahuel Belich, Martin Eschoyez - 3D Additional Animation: Miguel Cortina, Franco Carlesimo - After Effects Scripting: Valeria Rapoport, Alejandro Bonafina - Assets & Template Customizing: Edgardo Olivetti - Voice: Jessica Di Cicco - Graphic participation on a 5 second pixelated background: Alexandre Louvenaz.
MTV.OS Reel Credits:
Edited by Tomás García - Written by Giancarlo Sandoval & Tomás Garcia - Sound Design: Mateo Amaral - Music provided by studiokamp - MTV.OS Voice: Jessica Di Cicco - Creative Consultants: María Zanetti, Giancarlo Sandoval, Valentín Muro, Matias Lafalla, Matias Mediña.