The MTV Summer Ident was created for the promotion and branding of the 4th instalment of this annual MTV event. The campaign platform was "So hot that everything melts". As we had a limited amount of time and budget to pull this spot off, we decided to focus on a CGI execution rather than a shot based idea. Influenced by surrealist paintings and the harsh white light of Australian landscape in Summer we created this imaginative dreamlike space that melts into a real life backdrop.
Mirari TV, the creative studio behind the production of this Ident, used bespoke coded software to interpretate the behaviour of fluids in the 3D environment and worked tirelessly with a team of animators to deliver in time.
In the end all the work payed off when this Ident took home 4 Gold Awards at Promax BDA ANZ in 2013.