MTV once defined a generation. From its inception, the music channel gained audience loyalty by smashing boundaries. 

In order to reinvigorate MTV as a cultural force, we created MTV Loft, where team members were removed from their day-to-day roles and put together in a fertile environment where, over the next 18 months, MTV was reborn with new purpose and direction. 

Together we established a new MTV Manifesto – capturing the essence of the brand from within – through which MTV is rediscovering its authentic connection to their core audience and returning to its idol-smashing identity and cultural relevance.