MTV EMA 2020
Services
The MTV EMA is a yearly music awards show that features world-class performances from some of the biggest music acts on the planet. For the 2020 edition the brand team put on a huge collaboration with Studio Moross to introduce a branding, broadcasting and studio design befitting a worldwide award show. As they created broadcasting elements and main show VFX, the brand team covered the various communication (and marketing) trajectories, the campaign design, promo and online graphics. Both vibrant, colourful and as is MTV: all over the place with crazy video editing and 3D shapes, bold kinetic type and smooth animation.
The EMAs need a specified communication strategy and visual identity to reach its massive, diverse, and global audience across multiple platforms by creating a cohesive, consistent, and engaging experience that drives viewership and social engagement, boosts artists and regional talent, and offers international exposure for the host city and sponsors.
From marketing communication to press and media handling: ranging between the internal and external communication around the event such as tailored content marketing trajectories, setting up and maintaining collaborations and logistics with social media influencers to press, municipalities and governmental parties, screen writing checks with on-screen talent to a detailed crisis communication plan, in case of any unforeseen events involving the production itself.
Shorty Awards: Silver Honor in Mobile Campaign
Design Touchpoints
Being slick and to the point, the identity of the 2020 EMA's stands for coming together, being one through music, in difficult times. With music still at the core of the EMA's, the portrayal of sound waves is woven into most of the visuals and forms the red thread throughout the campaign identity. For the main posters several backgrounds were designed in the color palette that we chose to go with from the logo.
The favourite one being the eclectic bright green/cobalt blue mix, accentuated with salmon pink highlights. The visuals did not require a special photo from the artists, as we usually use album pictures or pictures that are preferred by the artist. In this way, a photo of every shape and style would fit into the dynamic poster display.
Campaign
We broke records across key categories, including total digital video views and influencer engagement, despite being all-virtual because of the pandemic.
- 900+ localized social assets distributed and published globally
- Trending worldwide on Twitter on the night of the show including in Italy, Spain, Mexico, Hungary, The Philippines, Russia, and more
- Facebook Views increased by 64% year-over-year
- Instagram views were up +119%
- Twitter video views were up 16%
- Snapchat views were up 54% year-over-year
- Instagram Reels drove more than 6 million views
- 40 local influencers drove 21 million social views, and 1.4 million engagements
- X4 the number of votes compared to 2019
Main Show Graphics
Since the main show was online, there was chosen to go for a real-time VFX environment of a chalice-formed venue, a reference to the EMA logo. The circle shape was also extended further into the show's announcement display beaming above the hosts of the event, to inform about the category at hand or announce artists.
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Creative Team
Femke Westerhof - Project Manager
Studio Moross - On-Air & Motion Design
Studio Bild - Live Show Graphics & VFX
Julia van der Hoeven - Video Editing, Online
Ivo Deumens - Video Editing & Motion Design, Online
Camie Roos - Lead Communication & Design, On-Air, Campaign & Online