MTV UP!

Artists from Framestore’s Design Studio worked with MTV to create a 20” introduction to the media giant’s own energy drink, MTV UP!, as part of the product’s UK launch. Watch it here on Vimeo.

Concept Design

mtv branded energy drink can in front of geometrical graphics. there is text that reads 'energy drink' '#raiseyourself'

Already prompting a buzz in countries around Europe, the spot will be seen on air and across social media, under the campaign slogan #RaiseYourself. Turning around the 20” piece in just a week, Design Studio’s Stephen Goalby, Dan Herlihy and Steven Kelly worked in sync to deliver a fittingly dynamic motion graphic.

Having received storyboards from MTV, the Design Studio team mapped out the shots needed to achieve the transition from booming waves of particles, moving in cymatic patterns, to a wider view of the drink can. Using Cinema 4D and the X-Particles plugin gave the artists the dynamic control and depth of field needed to manage the movement of thousands of particles, as well as creating a realistic finish on the can itself. With no further clean-up needed, the piece was neatly turned around and delivered in its entirety through our Design Studio.