French collective UFO (opens in new tab) teamed up with the Milan office of MTV World Design Studio (opens in new tab) to create this action-packed new ident (opens in new tab) for MTV.
Led by UFO's creative director Roberto Bagatti, the team draw on a wide range of skills for this 20 second clip. The ident was animated in 3D (opens in new tab) by Sebastien Eballard and Nicolas Dabos, and rendered using cell shading, with the background and textures (including the pounding heart) created in 2D by Laurent Box, Ruben Sellem and Nicolas Toujan. Combining a limited colour palette with fisheye camera effects, they've created not only an engaging narrative but also a refreshing video that's easily re-watchable.
UFO has also worked on projects for the likes of Nike, Renault and Lacoste, and it's well worth also checking out their campaign for the latter here (opens in new tab).
Words: Alex Williamson (opens in new tab)
Alex Williamson is an art and design student in London, who blogs about design, art and illustration. Follow him on Twitter (opens in new tab).
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