Inspired by the network's newly minted maximalist aesthetic, I AM MY MTV was our vision for a global network capable of engaging with a global audience in new and novel ways. After writing the tagline and clarifying it's positioning, we collaborated with B-Reel on a pair of tools that'd hand MTV's keys to viewers around the world.

CANVAS allowed users to design and animate their own MTV logo bumpers, and see them on-air later that day. A second tool, BUMP, created frenetic montages of Vines and early Instagrams that were uploaded and tagged by users in as little as two hours.