Summary
MTV VMAs: The Mill makes Music Video Awards Magic
The 2012 MTV Video Music Awards (VMAs) hit screens worldwide,
featuring the best in pop music and a fresh new design centered
around the beauty of being different. Working closely with Lee
Lodge, the Executive Producer at Den of Thieves, 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 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 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."
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