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Firm's Italian job an MTV hit
Music and youth channel MTV has commissioned creative agency Humanstudio to produce a series of new promotional animations – or 'idents' - for its main Italian channel.
The Sheffield-based company, which is also known as Human, has produced five short sequences, each featuring the MTV logo and representing a different musical genre, to promote MTV's brand on air.
The animations will be shown across Southern Europe and North Africa.
Human founder, Nick Bax, said: "MTV had already worked with creative studios in Japan, Italy and Spain and, recognising Human as having strong design and branding skills, they wanted us to use a typographic approach.
"Obviously, just using words can be a problem when you're broadcasting to millions of people with lots of different languages. So, we came up with the idea of using onomatopoeia - words that are sounds, like 'bang' - to represent the various music styles.
"MTV loved the concept and we settled on five sequences; BLEEP, BOOM, CRASH, POP, and SLAM."
Human's lead designer on the project, Dan Fleetwood, says the company tried to avoid using anything relating to specific artists or bands, and used the same approach when creating the sound track for each sequence.
That wasn't easy, because when Human dissected the different genres it wanted to represent, it found there was actually a lot of common ground between what were traditionally seen as significantly different areas.
MTV joins Knightsbridge-based fashion label Fitriani and Sheffield University on the list of high profile clients of the agency, which was founded in 2007
Brendan Moffett, director of strategic marketing at city development company, Creativesheffield, said: "With digital and creative industries being such an important part of Sheffield's future, it's great to see Human being successful on an international scale.
"The fact that they are the only UK team commissioned by MTV for this project just shows how highly they are regarded."
The idents Human developed for MTV can be seen at www.humanstudio.com/mtv/.
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Weather for Sheffield
Wednesday 08 February 2012
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