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<div class="col_left blog"> <div class="post_header"> <h1>MTV & 55DSL collaboration yields new idents and T-shirts</h1> <p class="taglist"><a href="/web/20101207232546/http://creativereview.co.uk/home/search?subject=1&search=blog">Advertising</a>, <a href="/web/20101207232546/http://creativereview.co.uk/home/search?subject=7&search=blog">Music Video / Film</a></p> <p>Posted by Gavin Lucas, 8 November 2010, 14:33    <a href="https://web.archive.org/web/20101207232546/http://www.creativereview.co.uk/cr-blog/2010/november/mtv-55dsl-collaboration-yields-new-idents-and-t-shirts">Permalink</a>    <a href="#feedback">Comments (5)</a></p> </div> <div class="articlecontent"> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/picture_1_0.png" alt="" width="569" height="322"/></p> <p>MTV today launches five new idents, each based on one of the five senses, which represent the fruit of a new collaboration with streetwear label 55DSL...</p> <p>The five new idents constitue the third phase of <a href="https://web.archive.org/web/20101207232546/http://www.mtv.co.uk/" target="_blank">MTV</a>'s POP x 1000% international brand refresh, which we first covered here on the CR blog back in <a href="https://web.archive.org/web/20101207232546/http://creativereview.co.uk/cr-blog/2009/june/mtvs-brand-new-look" target="_blank">July last year</a>.</p> <p>For this phase, MTV and <a href="https://web.archive.org/web/20101207232546/http://www.55dsl.com/news/" target="_blank">55DSL</a> together selected a handful of visual artists – <a href="https://web.archive.org/web/20101207232546/http://www.alextrochut.com/" target="_blank">Alex Trochut</a>, <a href="https://web.archive.org/web/20101207232546/http://www.ilovedust.com/" target="_blank">iLoveDust</a>, <a href="https://web.archive.org/web/20101207232546/http://www.jroper.co.uk/" target="_blank">James Roper</a>, Tei, <a href="https://web.archive.org/web/20101207232546/http://www.5lunes.net/" target="_blank">Yué Wu</a> and <a href="https://web.archive.org/web/20101207232546/http://www.zeloot.nl/" target="_blank">Zeloot</a> – 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. Here are a look at each of the T-shirts created for the project and the corresponding new ident:</p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/touch_0.jpg" alt="" width="569" height="575"/></p> <p>Above, Touch, designed by <a href="https://web.archive.org/web/20101207232546/http://www.alextrochut.com/" target="_blank">Alex Trochut</a>. Trochut was teamed with Barcelona-based motion studio <a href="https://web.archive.org/web/20101207232546/http://www.physaliastudio.com/" target="_blank">Physalia</a> and sound designer Simon Pyke at <a href="https://web.archive.org/web/20101207232546/http://www.freefarm.co.uk/" target="_blank">Freefarm</a> to create this ident:</p> <p> <object width="560" height="308" data="https://web.archive.org/web/20101207232546im_/http://vimeo.com/moogaloop.swf?clip_id=16279405&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0" type="application/x-shockwave-flash"> <param name="allowfullscreen" value="true"/> <param name="allowscriptaccess" value="always"/> <param name="src" value="http://vimeo.com/moogaloop.swf?clip_id=16279405&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0"/> </object> </p> <p><a href="https://web.archive.org/web/20101207232546/http://vimeo.com/16279405">MTV TOUCH</a> from <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/user3641925">MTV WORLD DESIGN STUDIO</a> on <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/">Vimeo</a>.</p> <p> </p> <p> </p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/tsight_0.jpg" alt="" width="569" height="555"/></p> <p>Above: This T-shirt by <a href="https://web.archive.org/web/20101207232546/http://www.ilovedust.com/" target="_blank">iLoveDust</a> represents the sense Sight. iLoveDust also directed and produced the film below, working with Alan Boorman of <a href="https://web.archive.org/web/20101207232546/http://www.wevie.tv/" target="_blank">Wevie</a> who provided the audio:</p> <p> <object width="560" height="315" data="https://web.archive.org/web/20101207232546im_/http://vimeo.com/moogaloop.swf?clip_id=16278532&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0" type="application/x-shockwave-flash"> <param name="allowfullscreen" value="true"/> <param name="allowscriptaccess" value="always"/> <param name="src" value="http://vimeo.com/moogaloop.swf?clip_id=16278532&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0"/> </object> </p> <p><a href="https://web.archive.org/web/20101207232546/http://vimeo.com/16278532">MTV SIGHT</a> from <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/user3641925">MTV WORLD DESIGN STUDIO</a> on <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/">Vimeo</a>.</p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/tsound_detail_0.jpg" alt="" width="569" height="388"/></p> <p><a href="https://web.archive.org/web/20101207232546/http://www.jroper.co.uk/" target="_blank">James Roper</a>'s Hearing T-shirt design wraps around the front and back of the shirt (detail shown, above). Roper was paired wtih <a href="https://web.archive.org/web/20101207232546/http://universaleverything.com/" target="_blank">Universal Everything</a> to create the following ident. Simon Pyke at <a href="https://web.archive.org/web/20101207232546/http://www.freefarm.co.uk/" target="_blank">Freefarm</a> designed the sound.</p> <p> <object width="560" height="315" data="https://web.archive.org/web/20101207232546im_/http://vimeo.com/moogaloop.swf?clip_id=16278349&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0" type="application/x-shockwave-flash"> <param name="allowfullscreen" value="true"/> <param name="allowscriptaccess" value="always"/> <param name="src" value="http://vimeo.com/moogaloop.swf?clip_id=16278349&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0"/> </object> </p> <p><a href="https://web.archive.org/web/20101207232546/http://vimeo.com/16278349">MTV HEARING</a> from <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/user3641925">MTV WORLD DESIGN STUDIO</a> on <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/">Vimeo</a>.</p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/tsmeel_0.jpg" alt="" width="569" height="668"/></p> <p>Tokyo-based artist Tei created the T-shirt design for Smell (above) and worked with 3DCG on the ident below along with 0mb who created the sound</p> <p> <object width="560" height="308" data="https://web.archive.org/web/20101207232546im_/http://vimeo.com/moogaloop.swf?clip_id=16278851&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0" type="application/x-shockwave-flash"> <param name="allowfullscreen" value="true"/> <param name="allowscriptaccess" value="always"/> <param name="src" value="http://vimeo.com/moogaloop.swf?clip_id=16278851&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0"/> </object> </p> <p><a href="https://web.archive.org/web/20101207232546/http://vimeo.com/16278851">MTV SMELL</a> from <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/user3641925">MTV WORLD DESIGN STUDIO</a> on <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/">Vimeo</a>.</p> <p> </p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/ttaste_0.jpg" alt="" width="569" height="847"/></p> <p>Paris-based<a href="https://web.archive.org/web/20101207232546/http://www.5lunes.net/" target="_blank"> Yué Wu</a> designed this T-shirt (above) to represent Taste. <a href="https://web.archive.org/web/20101207232546/http://www.divisionparis.com/" target="_blank">Division Paris</a> and also <a href="https://web.archive.org/web/20101207232546/http://www.digital-district.fr/" target="_blank">Digital District</a> collaborated with Wu on the corresponding ident (below), with <a href="https://web.archive.org/web/20101207232546/http://www.myspace.com/tezshimer" target="_blank">Tez</a> providing the sound.</p> <p> <object width="560" height="315" data="https://web.archive.org/web/20101207232546im_/http://vimeo.com/moogaloop.swf?clip_id=16279330&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0" type="application/x-shockwave-flash"> <param name="allowfullscreen" value="true"/> <param name="allowscriptaccess" value="always"/> <param name="src" value="http://vimeo.com/moogaloop.swf?clip_id=16279330&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=ffffff&fullscreen=1&autoplay=0&loop=0"/> </object> </p> <p><a href="https://web.archive.org/web/20101207232546/http://vimeo.com/16279330">MTV TASTE</a> from <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/user3641925">MTV WORLD DESIGN STUDIO</a> on <a href="https://web.archive.org/web/20101207232546/http://vimeo.com/">Vimeo</a>.</p> <p>A sixth T-shirt (that has no corresponding ident) was created for Intuition (the sixth sense) by Dutch artist <a href="https://web.archive.org/web/20101207232546/http://www.zeloot.nl/" target="_blank">Zeloot </a></p> <p> </p> <p><img src="/web/20101207232546im_/http://creativereview.co.uk/images/uploads/2010/11/t6th_sense_569_0.jpg" alt="" width="569" height="854"/></p> <p>The idents go live today across <a href="https://web.archive.org/web/20101207232546/http://www.mtv.co.uk/" target="_blank">MTV</a>'s 63 channels, and the T-shirts will appear for sale for a limited time in <a href="https://web.archive.org/web/20101207232546/http://www.55dsl.com/news/" target="_blank">55DSL</a> stores during December.</p> <p> </p> </div> <div id="feedback"> <h4>5 Comments</h4> <p id="comment-31257">I like Yu茅 Wu's one.<br/><span class="feedbackauthor"><a href="https://web.archive.org/web/20101207232546/http://www.cookiecreative.net/">Graphic Design Manchester</a></span><br/><span>2010-11-09 09:44:49</span></p><div class="hr"><hr/></div> <p id="comment-31309">more visual junk from MTV. They really set the standard for pointless mind-negating fluff.<br/> <br/> Its a shame that here some talented people were roped in to produce nil.<br/><span class="feedbackauthor">terrance</span><br/><span>2010-11-09 18:37:25</span></p><div class="hr"><hr/></div> <p id="comment-31354">Isnt that the point of MTV. To produce visual candy with no real meaning or thought behind it! Once it captures the viewers attention between episodes of 'the Hills' and 'jersey shore' (im guessing this stuff is on MTV, I havent actually watched it in years!) its kind of done its job.<br/><span class="feedbackauthor"><a href="https://web.archive.org/web/20101207232546/http://www.stripeyhorsecreative.com/">birmingham</a></span><br/><span>2010-11-10 14:20:48</span></p><div class="hr"><hr/></div> <p id="comment-31377">Meh the MTV/55DSL collab is a bit disappointing. I think the MTV Rocks stuff out of the MTV World Design Studio looks SERIOUSLY incredible. It more than makes up for this Diesel stuff, here's the video if you haven't seen it:<br/> <br/> <a href="https://web.archive.org/web/20101207232546/http://dennytu.wordpress.com/2010/10/29/3-surreal-new-idents-from-mtv/" rel="nofollow">http://dennytu.wordpress.com/2010/10/29/3-surreal-new-idents-from-mtv/</a><br/><span class="feedbackauthor">Karen</span><br/><span>2010-11-11 07:58:35</span></p><div class="hr"><hr/></div> <p id="comment-31434">I think Yue Wu and I Love Dust rock.<br/><span class="feedbackauthor">James, London</span><br/><span>2010-11-12 09:58:44</span></p><div class="hr"><hr/></div> <form action="/web/20101207232546/http://creativereview.co.uk/cr-blog/2010/november/mtv-55dsl-collaboration-yields-new-idents-and-t-shirts#feedback" method="post"> <p>Tell us what you think</p> <div class="cl"> <label for="comment" class="fl">Your comment:</label> <a href="#" class="fr">What happens with my feedback?</a> </div> <p class="notice hnotice"><span>What happens with my feedback?</span><br/><br/>We no longer require you to register and have a password in order to comment, simply fill in the form below. 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