Mtv commissioned a 30 minute video graphic loop for their core European summer tour. It was important that the sponsors (2002: Motorola, Lipton Ice Tea, BMW Mini. 2003: Philips, Lipton Ice Tea, BMW Mini) had equal airtime throughout the 30 minute graphic edit, along with Mtv branding. The brands supplied varied assets, including TV adverts and print campaigns, but all needed heavy manipulation to be made exciting enough for a party night. The 30 minute edit relied on the graphic library to create a storyline that flowed from one branded theme to the next. The edit had to give the impression that it is cut to the DJ tunes played live on the night (the edit was so convincing that one promoter didn’t believe Eazy Bailey, Mtv‘s event organiser, that there wasn’t a OB truck outside his club doing a live VJ mix).
Each sponsor had to sign off on the graphics and edit - the sponsors were so pleased that they borrowed the edit loop for their own parties. The Isle of Mtv tours travelled to dozens of cities around Europe, culminating in a huge end of season party - a 12,000 event in Lisbon 2002 and an even larger capacity event in Ibiza 2003.
Philips
Philips supplied product imagery which was given the 2Ci treatment of fast edits with heavy graphic manipulation, and applied to branded summer freesports footage. Some additional urban footage was supplied by Philips, which helped in the production of the overall 30 minute storyline. A series of branded technology led video graphics were also created.
Credits: Isle of Mtv with Philips (2003)
Company: 2Ci sound to light Ltd
Art Direction, Graphics and Branded Graphics: Gareth Evans
Library Graphics: Gareth Evans