MTV today launches five new idents, each based on one of the five senses, which represent the fruit of a new collaboration with streetwear label 55DSL…
The five new idents constitue the third phase of MTV‘s POP x 1000% international brand refresh, which we first covered here on the CR blog back in July last year.
For this phase, MTV and 55DSL together selected a handful of visual artists – Alex Trochut, iLoveDust, James Roper, Tei, Yué Wu and Zeloot – who each designed a T-shirt based on one of the five senses. Each artist was then paired with a motion design studio to turn their original artwork into a 30 second short film. Here are a look at each of the T-shirts created for the project and the corresponding new ident:
Above, Touch, designed by Alex Trochut. Trochut was teamed with Barcelona-based motion studio Physalia and sound designer Simon Pyke at Freefarm to create this ident:
MTV TOUCH from MTV WORLD DESIGN STUDIO on Vimeo.
Above: This T-shirt by iLoveDust represents the sense Sight. iLoveDust also directed and produced the film below, working with Alan Boorman of Wevie who provided the audio:
MTV SIGHT from MTV WORLD DESIGN STUDIO on Vimeo.
James Roper‘s Hearing T-shirt design wraps around the front and back of the shirt (detail shown, above). Roper was paired wtih Universal Everything to create the following ident. Simon Pyke at Freefarm designed the sound.
MTV HEARING from MTV WORLD DESIGN STUDIO on Vimeo.
Tokyo-based artist Tei created the T-shirt design for Smell (above) and worked with 3DCG on the ident below along with 0mb who created the sound
MTV SMELL from MTV WORLD DESIGN STUDIO on Vimeo.
Paris-based Yué Wu designed this T-shirt (above) to represent Taste. Division Paris and also Digital District collaborated with Wu on the corresponding ident (below), with Tez providing the sound.
MTV TASTE from MTV WORLD DESIGN STUDIO on Vimeo.
A sixth T-shirt (that has no corresponding ident) was created for Intuition (the sixth sense) by Dutch artist Zeloot
The idents go live today across MTV‘s 63 channels, and the T-shirts will appear for sale for a limited time in 55DSL stores during December.