Hasta La Ideas

We posted about MTV’s new international rebrand (created by MTV’s creative directors in collaboration with Universal Everything) back in July this year. Now a new batch of idents which continue the “Pop x 1000%” brief are about to go live – see them here…

The new idents see Universal Everything working with no less than 24 collaborators in nine different countries. “After the first phase of idents which were of a very abstract bias, this second phase of films had us working with live action and a lot more collaborators,” says Universal Everything’s Matt Pike of the idents. “The other great thing about these films is we were able to get on with them without having to ‘pitch’ them to MTV – which is creatively very liberating,” he adds. “I don’t think we could have achieved these results if we hadn’t worked in this way – and that’s why we’ve been turning down opportunities to pitch for work this year.”

Creative direction for all of the idents is by MTV WDS Milan in collaboration with Universal Everything. Here are the six new films:

MTV International / Basejumpers from Universal Everything on Vimeo.

Concept: Matt Pyke / Universal Everything
Co-director: Matt Pyke / Universal Everything and Ark
Editing / post production: Matt Pyke / Universal Everything 
Audio: Simon Pyke / Freefarm

MTV / Power x 1000% / Soundquake from Universal Everything on Vimeo.

Concept and co-director: Matt Pyke / Universal Everything
Co-director: We Love Our Work
Audio – Simon Pyke/FreeFarm

MTV / Wow x 1000% / Soundsystem from Universal Everything on Vimeo.

Concept and director: Matt Pyke / Universal Everything
Co-director / live action director: UFO LABEL
Audio: Simon Pyke / Freefarm

MTV / Dance x 1000% / Musicbrain from Universal Everything on Vimeo.

Concept: Matt Pyke / Universal Everything
Co director: Matt Pyke / Universal Everything and Realise Studio
Live action director: Jack Laurance
Editing and post production: Matt Pyke / Universal Everything
Dancer: Robert Gregg
Audio: Simon Pyke / Freefarm

MTV / Pride x 1000% / Furry’s Posse from Universal Everything on Vimeo.

Concept / director: Matt Pyke / Universal Everything
Co-director: Realise Studio
Audio: Simon Pyke / Freefarm

MTV / Sexy x 1000% / Feel Me from Universal Everything on Vimeo.

Concept: MTV WDS Milan / Universal Everything
Director: Matt Pyke/Universal Everything
Director of photography: Johnny Carr
Character design / co-director: TADO
Animation co-director: UFO LABEL
Editing and styling: Matt Pyke / Universal Everything
Model: Sophie Roach
Audio – Simon Pyke / Freefarm