MTV VMB 2011 by Consulado for MTV

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MTV VMB 2011

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Consulado
Art Director Andre Fiorini
Designer Boca Ceravolo
Released October 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: MTV
Product/Service: VMB 2011
Agency: CONSULADO
Creative Director: Andre Fiorini (Consulado)
Art Director: Andre Fiorini (Consulado)
Art Director: Boca Ceravolo (Consulado)
Designer: Boca Ceravolo (Consulado)
Executive Producer: Daniel Greco (Consulado)
3D Supervisor: Caio Montanari (Átomo Vfx)
Compositing Supervisor: Sergio Jacobina (Átomo Vfx)
Executive Producer: Guilherme Correa (Átomo Vfx)
Sound Design/Soundtrack: Roger Lima (White Noise Lab)
Compositing: Marcelo Martins (Átomo Vfx)
Compositing: Andrey Bianchini (Átomo Vfx)
3D: Gabriel Costa (Átomo Vfx)
3D: Daniel Mussolini (Átomo Vfx)
3D: Fernando Amabile (Átomo Vfx)
3D: Gustavo Braga (Átomo Vfx)
3D: Bruno Monteiro (Átomo Vfx)
3D: Ary Monteiro Junior (Átomo Vfx)
Pre-Vis/Animatic: Alfredo Hisa (Átomo Vfx)
Media placement: Spot - Broadcast TV - 20 October 2011

Describe the brief from the client
MTV Brazil approached us to create the intro as well as the whole graphics package for VMB 2011 based on the theme: 'The Music Never Stops'. The main request was that it had to capture people's attention with beautiful visuals and sound, setting the mood for a great musical show.

Describe the challenges and key objectives
Using exclusively CG was a big challenge since the intro alone was over 2 minutes long (almost a short animated film).
Texturing, rendering and particle animations were also challenges we had to overcome, as there were so many different objects throughout the piece.

On the creative side, the main challenge was to come up with something amazing that would represent the event's importance and awe both the client and it's audience.

The key objective was to make something amazing on both creative and technical sides.

Describe how you arrived at the final design
We started out by brainstorming ideas, and came up with the concept of a surrealist perpetual motion machine / musical / engine contraption, made mainly of deconstructed musical instruments.

With the concept settled, we jumped into style framing, coming up with the overall look of the piece. This process involved traditional story-boarding on paper mixed with digital software (2D and 3D), combining the visual references we gathered with our ideas of how this surrealist machine would work, as well as what kind of world it would live in.

Give some indication of how successful the outcome was in the market
The broadcast of the event has reached over 3m people. The market has received the spot very well and it received reviews in important publications such as 'Shots', 'Stash' and 'The Motionographer'.