MTV VMAs: The Mill Gives The Sound of Music an Eye-catching Flair
Tuesday, September 11, 2012
The 2012 MTV Video Music Awards (VMAs) hit screens worldwide
with the best in pop music and a fresh new design centered around
the beauty of being different. Working closely with Executive
Producer Lee Lodge, The Mill L.A. design team stepped up to the
challenge of delivering the complete show package: onstage screens,
score board, stage walls, floor graphics, logo design, branding
development, and a full set of nominee broadcast elements. The
result -- a striking new look into the diverse beauty of America's
"Working on the MTV VMAs is a dream for any designer," shares
The Mill L.A. Creative Director Tom O'Neill. "We discussed a
diverse range of ideas and finally honed in on our final concept of
'Contrast.' We wanted to shine the spotlight on some of the unusual
beauty of America drawing a parallel to the unique and diverse
musical talent on the VMA stage."
To deliver on their ambition, The Mill design team set off to
seek out and capture some of the most remote and captivating places
in the U.S. The direction was "America Anywhere" the extensive
shooting schedule obtained amazing footage from areas such as the
Saltan sea and the abandoned George airforce base, Alaska, Hawaii,
Joshua Tree, Idyllwild, Savannah, and Minnesota. The goal was to
capture the strange beauty in the imperfect, producing striking
photography of unusual and desolate locales.
"This was a fantastic project and a perfect fit for The Mill L.A.
design team," adds The Mill L.A. Executive Producer Stephen
Venning. "The show's open brief gave incredible creative freedom to
the artists, allowing them to bring in some true vision and
inspiration into the process."
The Mill 2012 MTV VMA design team explored the concepts of space,
time, and place whilst the footage was distressed with a visual
"grenade", contrasting the isolation and disquiet of the
photography with a highly stylized digital imperfection.
In addition to the seamless delivery, three of the nominee music
videos also benefited from the The Mill L.A.'s VFX and color touch:
5's "Payphone" - up for Best Pop Video; Katy Perry's "Part of Me" - up for Best Female
Video; Jack White's "16 Saltines" - nominated
for Best Rock Video.
A good excuse to take another look......