MTV VMAs

The VMAs are MTV’s biggest night where fans call the shots and artists bring the chaos. We created a head-turning campaign identity that put the iconic Moonperson front and centre, turning the internet-breaking spectacle into a celebration of music, culture, and pure creative energy.

The VMAs returned to New York City for their 40th year. a full-circle moment for one of music’s most iconic nights. More than an awards show, the VMAs are a cultural landmark where music, fashion, and internet-breaking moments collide. For 2024, we set out to build a brand world bold enough to match the moment—playful, fearless, and soaked in pop energy.

It began with a simple question: How does the Moonperson see the world? We explored far and wide—diving into music and culture across 40 years of the VMAs. It was a chance to play, imagine, and create without limits. To see if we could find something iconic. And we did. It all came back to the Moonperson: a symbol that reflects the wild, shape-shifting spirit of four decades of music culture.

The Moonperson has been going to the VMA’s for 40 years. Trust us, they’ve seen it all. That Kiss. The Meat Dress. Taylor being interrupted. We drew on this icon's pivotal role in reflecting pop music to the world to create our super-chrome Moonie, whose surface pulses with the energy of the music videos surrounding them.

We created campaign toolkit embraces chrome in every element—bespoke chrome type, chrome VMA logo, chrome grads and chrome everything. It’s all about maximalism, where more is more, and every detail shines with a sleek retro-futuristic vibe.

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