Laundry produced a 7 channel network rebrand across 7 continents for MTV International. The challenge was creating culturally & musically diverse and age-specific creative across multiple complex markets at a high volume that worked as one and captured the musical spirit no matter where you are.
The Party Monster
Our conceptual solution to glue all the different markets together in one unified yet flexible way was the party monster. Symbolically the party monster represents the life of the party as an emotional spirit. Whether quite literally an animated character for a promo made of music genre instruments, or a hyperactive motion style for motion graphics elements like lower 3rds and title cards, the point of view was a clear anchor we and the MTV team could follow no matter what asset or what market content was being created for.
At 500 varying assets needed in 3 months, we created a tool kit system we called Skins & Invaders centered conceptually around a Party Animal mantra. This toolkit married character animation, background animation, and individual animation loops much like gifs we rearranged like lego blocks. This allowed for endless amounts of imaginative content anchored on the party monster concept of having as much fun to the music no matter what continent you are on.