MTV Rocks! - Ident Compilation
Director: Mischa Rozema
Production: PostPanic
Agency: MTV World Design Studio (Milano)
PostPanic create 8 idents for MTV Rocks. The initial brief was to encapsulate the mood and emotion associated with alternative music and create a series of idents to serve the MTV Rocks branding established by the MTV World Design Studio (Milano). Rozema developed a central theme of an on-going film that the viewer drops in and out of, and wrote a set of scripts based in an imaginary landscape populated with surreal characters and situations. Shot on location in Northern Spain, the footage was then brought back for some CG trickery back here in Amsterdam. Massive Music worked on the audio side of things.
Mischa Rozema explains further, ‘My main idea was to create the opposite of what you would expect on a music channel. MTV has always been about extreme visual and musical diversity – it’s a constant change in pace. I wanted to create idents that did the opposite, that literally formed an underlying ‘film’, something you might stumble across while channel hopping. When you come across this reoccurring film, it should evoke questions, just as if you found it while flicking the remote. What is this film? What’s happening in it? What’s the relationship between the scenes? And before you can answer anything, it changes but the viewer wants to know what’s going on and they continue watching and waiting for the next one. So basically it’s about filling the screen with as many unanswered questions as possible within 12, 10, 5 and 3 seconds, as long as it was visually stunning and conveyed the energy that’s attached to MTV Rocks.’
FULL CREDIT LIST FOR MTV ROCKS
(For PostPanic)
Production Company: PostPanic
Director: Mischa Rozema
Executive Producers: Ania Markham, Jules Tervoort
Producer: Annejes van Liempd
DOP: Steve Walker
Styling: Charissa Bos
Location: Hotel Aire de Bardenas (Spain)
Animal Handler: Zooko Producciones (Spain)
Model: Miro Klasinc
Post-Production: PostPanic
Editor: Mischa Rozema
CG Supervisor: Ivor Goldberg
VFX Supervisor: Chris Staves
Matte Painter: Wieger Poutsma
3D Artists: Manuel Ferrari, Jeroen Aerts, Onno van Braam, Matthijs Joor, Dimitar Kralev, Jurriën Boogert
2D Artists: Miro Klasinc, Jord Veerman, Erwin van den IJssel
Compositing: Chris Staves, Ivor Goldberg
Music & Sounddesign: MassiveMusic Amsterdam (Guy Amitai, Fred Kienhuis and Lodewijk Pöttker)
(For MTV World Design Studio - Milano)
VP Creative Director MTV International: Roberto Bagatti
Art Director: Dylan Griffith, Carlos Carrasco
Associate Creative Director: Anna Caregnato.
Production: PostPanic
Agency: MTV World Design Studio (Milano)
PostPanic create 8 idents for MTV Rocks. The initial brief was to encapsulate the mood and emotion associated with alternative music and create a series of idents to serve the MTV Rocks branding established by the MTV World Design Studio (Milano). Rozema developed a central theme of an on-going film that the viewer drops in and out of, and wrote a set of scripts based in an imaginary landscape populated with surreal characters and situations. Shot on location in Northern Spain, the footage was then brought back for some CG trickery back here in Amsterdam. Massive Music worked on the audio side of things.
Mischa Rozema explains further, ‘My main idea was to create the opposite of what you would expect on a music channel. MTV has always been about extreme visual and musical diversity – it’s a constant change in pace. I wanted to create idents that did the opposite, that literally formed an underlying ‘film’, something you might stumble across while channel hopping. When you come across this reoccurring film, it should evoke questions, just as if you found it while flicking the remote. What is this film? What’s happening in it? What’s the relationship between the scenes? And before you can answer anything, it changes but the viewer wants to know what’s going on and they continue watching and waiting for the next one. So basically it’s about filling the screen with as many unanswered questions as possible within 12, 10, 5 and 3 seconds, as long as it was visually stunning and conveyed the energy that’s attached to MTV Rocks.’
FULL CREDIT LIST FOR MTV ROCKS
(For PostPanic)
Production Company: PostPanic
Director: Mischa Rozema
Executive Producers: Ania Markham, Jules Tervoort
Producer: Annejes van Liempd
DOP: Steve Walker
Styling: Charissa Bos
Location: Hotel Aire de Bardenas (Spain)
Animal Handler: Zooko Producciones (Spain)
Model: Miro Klasinc
Post-Production: PostPanic
Editor: Mischa Rozema
CG Supervisor: Ivor Goldberg
VFX Supervisor: Chris Staves
Matte Painter: Wieger Poutsma
3D Artists: Manuel Ferrari, Jeroen Aerts, Onno van Braam, Matthijs Joor, Dimitar Kralev, Jurriën Boogert
2D Artists: Miro Klasinc, Jord Veerman, Erwin van den IJssel
Compositing: Chris Staves, Ivor Goldberg
Music & Sounddesign: MassiveMusic Amsterdam (Guy Amitai, Fred Kienhuis and Lodewijk Pöttker)
(For MTV World Design Studio - Milano)
VP Creative Director MTV International: Roberto Bagatti
Art Director: Dylan Griffith, Carlos Carrasco
Associate Creative Director: Anna Caregnato.
