The world’s biggest international music award show

For the past 7 years, I’ve had the pleasure of creating the communications campaign for the show, with the ultimate goal of driving viewership and ratings to MTV around the world.

Year-after-year, within tight deadlines and complex celebrity schedules, my team and I have created some of the most-talked-about campaigns, marrying celebrity hosts with the brand’s values and attitude. From productions in Sydney and Paris to New York and LA, we always deliver surprising campaigns that build on the LIVE show’s momentum.

Here are some of the most memorable campaigns.

This format is driven by a variety of executions and lives across multiple, diverse spaces.

The most important objective is to intrigue and connect the audience to the show content. At times, this can be achieved through unexpected and surprising elements.

Here are a few executions that deliver on those values.

Fresh perspective is usually the outcome of an external agency. Most creative teams want to take on the most challenging work, but in order to have variety, building relationships with strong agencies is key to delivering creative, with scale.

Here are some examples of very awesome commissioned work.

Reinventing the MTV brand in 2015, required changes inside and out. I was tasked with reinventing the channel, and more importantly re-establishing the internal mindset in terms of how we operated the channel. Through the use of technology, we were able achieve our goal of reconnecting the brand to its audience.

In my 20+ years in the industry, this campaign garnered the most attention with praise from the likes of Forbes and Variety to Vice and Creative Review.

Here’s how it all came together.

Good is good in any part of the world, but managing the cultural uniqueness of diverse markets requires an expertise in understanding how markets operate to maximize it’s consumer connection.

From Mexico, Spain and England, here are some campaigns from pop-culture content around the world.

Year-over-year, I oversee over  1000 pieces of content, with different priorities and objectives. This is just a variety of entertaining work that makes me smile. It’s not award wining, it’s not the most creative, it’s not the most effective, it’s just stuff.