Creative direction, positioning, and campaign slogan for MTV International's rebrand: I AM MY MTV.

We pushed the network to augment its www-maximalist aesthetic with a pair of tools that’d allow viewers to participate and see themselves reflected in the broadcasts. Hand them the keys to the storied brand, allowing them to remix, mash up, get weird, and get recognized. A clusterfuck platform for young creatives on a global TV network.

CANVAS was a revolutionary tool where users designed and animated their own MTV logo bumpers, and could 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.