1b. Character development: What does a party animal look like?
The party animal is an animated genre specific dancing character that unifies the look of each channel. They’re designed in a way to feel of the same family as MTV1 and each other visually but with their own individual personalities.
For MTV Rocks for instance, a bit of a harder moodier channel rock music wise, we built a character made of darker drumsticks and guitar picks. It moves frenetically almost like in a mosh pit. Not specific to one band or type of rock music, but capturing the overall energy of the genre by its frenetic energy. It is this type of reflective thinking we apply to each of the channels individually.
Initially our interpretations of the party animals were very flat and abstract. Almost more like digital collages but in real world settings. Two obstacles emerged though. They got too specific to any one location and connotation along with it, and, a flat and collage based character limited how expressive the movement and energy would be.
Going back and forth with the client, we developed 3d characters rendered to look graphic as the solve. Each character distantly references a real animal that we felt matched the style of music of the specific channel. An eel for the smoothness of electronic music like a glow stick, or a crab with a speaker like shell as a nod to Jamaican dance party vans. Each was designed to give us a lot of latitude across different moments in animation.