MTV X 55DSL

MTV have launched five new idents, each based on one of the five senses, which represent the fruit of a new collaboration with streetwear label 55DSL...

To design these new idents, MTV and 55DSL together selected a handful of visual artists – Alex Trochut, iLoveDust, James Roper, Tei, Yué Wu and Zeloot – who each designed a T-shirt based on one of the five senses. Each artist was then paired with a motion design studio to turn their original artwork into a 30 second short film.

These are the t-shirts and the corresponding idents:

ALEX TROCHUT X SIMON PYKE

Barcelona based designer Alex Trochut, with the sense of Touch, this video has been created from the t-shirt with motion graphics designer Simon Pyke. The video explores a lot of subtlety with space and the 3d form coming out of the page which is animated. Using just primarily white it keeps the video very low key, which enhances the sense of touch as opposed to what you would picture with other senses which is soon explored in the other videos.


ILOVEDUST X ALAN BOORMAN

Ilovedust, who are such a great design company had the sense sight for their t-shirt design. For this to be created into an animation the video was bursting full of impacting and engaging images. This is to really make the most of using the sense sight, the colours are bold and bright and ever changing, one of the main concepts of the piece seems to be dealing with vortex style images which manipulate what you see.

TEI X 3DCG

The sense of smell here depicted by Tei and 3DCG, this design is a lot more straight to the point of what it is, the whole time watching it you would know but I don't necessarily think its better for doing that. I think it is a bit much even though I do like the animation, the boldness of it and how it works with the music and sound. The style is striking and quite euphoric.

JAMES ROPER X SIMON PYKE

James Roper works with Simon Pyke as a animator to help create this video from the t-shirt design, based on the concept of hearing. The video engages a lot with the feeling of sound exploding out and being able to see what comes out from that. There are plenty of things to relate to hearing such as the sound waves, I really like the style of this video, there is so much going on within the video however what is shown when and for how long has been gauged really well.

YUE WU X DIVISION PARIS/ DIGITAL DISTRICT

Yue wu designing for the sense of taste, bought to you straight away with the feeling of it being hot. When first viewing this video I thought it looked quite a bit dated, in the style of an old cartoon, with the main character very block colour for example but this changes dramatically at the end when we see him jump from the mans mouth, it is immediately a different style of animation with a lot more attention to detail.

Each animation holds the frame at a key point to finish the design, each one is very affective and striking, just in time for the actual MTV ident to be positioned. The animation has been crafted excellently to have as much impact before the MTV ident appears as well as after, when it is positioned behind.