The MTV Day 2007

Following the success of the Mtv10 campaign, MTV approached Mutado to create the identity for the popular MTV Day concert. MTV wanted to keep a character based feeling to the promotion. This time around though, Mutado came up with a horror-like concept: “Possessed by Music”.
Everyone loves music and everyone reacts in a different way when listening to a genre of music and that was the idea behind using an army of characters - we call them music spirits - that posses someone and make them break out as if they were performing on stage.
Mutado delivered all the promotional on air/off air materials, the show graphic package, gadgets, flyers and tshirts. It’s been a hard month of work for us but being “possessed” by this project has been a great experience!

Watch the Mtv Day 2007 opening titles

We also worked with director Matteo Bonifazio to realize a couple of mixed media promos where our characters had the chance to interact with real people.

Watch the Mtv Day 2007 promos montage