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.

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:

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