MTV Live HD: the art behind the ad

The work was commissioned by Nick Leaf, MTV's director of Emerging Markets, who wanted a promo that celebrated music, high definition picture quality and the 5.1-channel surround sound that is a key feature of the MTV Live HD.

Trent Payne, creative director at 77 Creative says, "We created a story of pixels communicating with the human world through white cubes, which they dance around, energising our world with the splendour of colour, sound and dance.

"On the surface of their world, there is a glitter-like substance, which is essentially the physical embodiment of sound. When they dance and disturb the surface, it’s what we humans call music."

MTV Live HD - the art behind the ad - still from Pixel Gods promo

MTV Live HD - the art behind the ad - still from Pixel Gods promo

The advert was directed by Silver Cloud Films along with cinematographer Torquil Fleming-Boyd. The music in the advert was composed by Richard 'Sticky' Forbes -- London-based music producer and remixer for Britney Spears, Justin Timberlake and Aaliyah.

You can watch 77 Creative's Pixel Gods promo below:

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of seven full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Deals Editor Beren Neale, Senior News Editor Daniel Piper, Digital Arts and Design Editor Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Abi Le Guilcher, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.