MTV Networks International and streetwear label 55DSL have embarked on their first creative pairing to include five new MTV on-air idents and six bespoke T-shirt designs.
The idents are the third phase of MTV's POP x 1000% international branding refreshment initiative, which first rolled out in July 2009. The rebranding focuses on expressing human emotions and exploring the senses. The idents are due to launch across MTV's international network of 63 channels this week. The accompanying bespoke T-shirts will be available in 55DSL stores internationally for a limited period only beginning next month. Each will be informed by one of the five senses—touch, sight, hearing, smell and taste—with the added twist of 55DSL's intriguing 5.5th sense, the less-explored human sense of intuition, featured on the sixth T-shirt.
"This is a unique design collaboration between two youth-oriented creative powerhouses, which leverages the strengths of both global brands and further deepens our connection to our audiences," says Roberto Bagatti, vice president of creative at MTVNI and creative director at World Design Studio in Milan. "Our commitment to seeking out great new creative talent is as strong as ever and we're thrilled to have worked so closely with 55DSL on this project."
MTVNI and 55DSL have teamed up with the talents of international artists Alex Trochut (touch), Ilovedust (sight), James Roper (hearing), Tei (smell), Yué Wu (taste) and Zeloot (intuition), with each creating a T-shirt design inspired by one of the human senses. Each of the tees features a unique graphic and has been created using an innovative method chosen by its designer to represent the sense in their own individual, tongue-in-cheek way. In addition, each artist was paired with a motion design studio, including Universal Everything, Physalia and Digital District, to turn the original artworks into five unique 30-second short films, each informed by one of the senses.