2020 Video Music Awards Marketing Campaign
The summer of 2020 was plagued with divisions stemming from public safety, human rights, and politics, and all of us were truly in need of an escape. The VMAs aimed to oblige with the revival of live music and the common ground we all share in our love for music. We were briefed to share our message of unity, celebration, and the escape the VMAs could offer through our marketing campaign.
We latched onto the 1960’s for the parallels of activism and aspirations we were experiencing and in need of in 2020. The flowy surrealism and positive tone of the illustrative design hugged the eyeballs of viewers and were embellished by an easy-going hand element and a rainbow of colors to signify inclusivity, togetherness, and the love aesthetic. It delights in the past, the togetherness of music, and the power of community without shying away from the new strangeness and change of today.
These VMA campaigns are extremely massive undertakings with literally thousands of deliverables including linear, OOH, social, digital, OTG, merch, and event materials. With our in-house team whittled to its barest of bones, we partnered with State design to help in developing the look and execute our most pressing linear needs and a swat team of freelancers to execute the breadth of the campaign. As creative director, I planted the 60’s love movement seed of an idea with our creative partners at State and under our senior leadership team and alongside my motion partner, we led and managed all visual aspects big and small of this 2020 VMA campaign.
Company: MTV Brand Creative
SVP, Design: Thomas Berger
SVP, Editorial: Justin Russell
VP Editorial: Anthony Gelsomino
VP Design: Rich Browd
Creative Director Design: Casiel Kaplan
Sr. Motion Director: Timothy.Livezey
Art Directors: Anthony Annandono, Joe Cosentino & Kevin Burke
Motion Designers: Mike Erla, Oscar Rivera, Meika Jewett & Mike Yoo
Designers: Christi Catalpa, Carli Malec & Michael Gonzales
In partnership with State Design, their creative director Cecilia Fletcher and their team of artists and animators.
