public interest public interest public interest public interest public interest

X-UP CASE STUDY

MTV—Youth 2.0

One 3-minute video

THE CHALLENGE

Stephen Friedman, President of MTV and a longtime collaborator of ours, asked us to create a 3-minute video that captures how 21st-century American teens are different from previous generations. He used it as part of his annual “Upfronts” presentation to advertisers.

 

“MTV Youth 2.0” Upfronts Video

 

RE-BRANDING MTV

In a related project, MTV leadership asked us to develop this concept for re-branding the network.

USE CONTROLS BELOW TO VIEW