Working closely with Lee Lodge, the Executive Producer at Den of Thieves, The Mill 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 top entertainers.
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.
"Working on the MTV VMAs is a dream for any designer," raved The Mill 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."