MTV

MTV named a generation. And as that generation realized, nothing lasts forever.  

From its inception, the music channel gained audience loyalty by smashing boundaries. To stay culturally relevant is, ironically, not to ‘stay’. MTV needed to recreate the magnetic force behind its incentives and in front of its initiatives.  

The idea of an MTV Loft evolved. We removed team members from their day-to-day places, put them together into one new, provocative, enkindling space and opened the parameters.  

Over 18 months, the collaborative team worked to reinvigorate the MTV identity by redefining its principles, its methodology and its programmatic purpose.

This re-articulation continues today, as the purified message streams to the audience and they rediscover something for which they’ve always had a passion: the rule-changing planet of MTV.