@ MTV BRAND CREATIVE, 2015
Using a blank green screen as the driving force of the campaign, the 2015 Video Music Awards disrupted the traditional media rollout by inviting viewer participation. In phase one, host Miley Cyrus appeared on a neon green background directing viewers to MTVVMA.NET, where they could download assets and submit their own artwork for a chance to be included in the campaign. The second phase showcased the best submissions alongside works from commissioned artists—culminating in a high-energy approach that captured attention.
This project took home awards at Cannes, The One Show, Clio’s, Webby’s, and The Andy’s.
DIRECTORS: REED + RADER
ARTISTS: REED + RADER, JEN STARK, SCOTT GELBER, ST FRANCIS ELEVATOR RIDE, BLEND STUDIOS