MTV’s annual ‘Brand New’ competition showcases new music talent. Sponsored by Emporio Armani’s ‘Diamonds’ fragrance, a dynamic spot was required to drive young artists towards the competition, whilst building the EA brand. The spot needed to be upbeat, dynamic and visually moreish.

MTV ‘Brand New’

Client: MTV / Armani
Agency: Recipe
Animation, Design & Direction: Tom Hamilton & Ben Kidd

Taking inspiration from the live music scene and the nature of cut stone diamonds, we produced a dynamic animation that represented both brands and drove attention over to the digital campaign. The creative was so successful and well received by the brands that it went on to be reflected in the digital campaign too.