2019 Video Music Awards Marketing Campaign
In an era where MTV’s connection to music has shifted, the VMAs function as a deliberate counterpoint—one night built to give artists total creative latitude, ignite cultural conversation, and reassert the show’s role as a catalyst for pop culture moments. For its 35th anniversary, we leveraged the show’s most iconic moments from the past to reframe the VMAs not as a retrospective, but as a promise of what could happen next. This campaign also marked the reintroduction of MTV’s classic color palette, signaling a renewed connection to the brand’s visual legacy.
I led all art and design for this campaign, working closely with my internal motion counterpart and Kamp Grizzly, under the creative vision of our SVPs, including a photo shoot with Sebastian Maniscalco and Moon People both big and small.
It was a massive undertaking, with a huge buy with unique deliverables well into the hundreds and literally thousands of ad units, including but not limited to: a domination of Newark Penn Station of 350 pieces, OOH all over the country, a huge collection of promos, OTG, merch, a massive digital and social presence and even the decor and signage at the actual event and surrounding area.
Company: MTV Brand Creative
SVP, Design: Thomas Berger
SVP, Editorial: Justin Russell
VP Editorial: Anthony Gelsomino
Creative Director: Casiel Kaplan
Sr. Motion Director: Timothy.Livezey
Art Directors: August Foreman, Olufemi,
Motion Designers: Mike Erla, Oscar Rivera
Designers: Alison Geoffrey, PJ Rosa
Motion Campaign developed in partnership with Kamp Grizzly.
