MTV Entertainment Studios is a content production arm of Paramount, and is responsible for developing and producing a wide range of content, including reality shows, dramas, comedies, documentaries, and more, across various networks and platforms within the Paramount ecosystem.

As one of the most recognizable and iconic brands in the world, “MTV” is leveraged in the name. But the aperture of content is much wider then what todays audience might consider when they think of MTV (the long game being to change those perceptions).

So for our introductory slate, we wanted to honor MTV's rich legacy while presenting it in a manner that's both refined and adaptable. From the wild mountain west of 1923, to the sticky club floors of the Jersey Shore, this creative needed to feel at home.

Throughout the process of exploration, we kept coming back to that first MTV introductory promo. It carried such an emotional resonance with the audience and spoke to the next step of content for the brand. So we collaborated with ANTIBODY to re-imagine and modernize the iconic MTV moon landing, transforming it into a weighted and emotionally charged moment. It’s a dramatic, vibrant, and powerful depiction of the flag being planted, breathing new life into a timeless symbol.

For a mnemonic device, STING’s triple tone “MTV” vocal melody from Dire Straits’ Money for Nothin is used to further evoke nostalgia for the brand and add a little MTV levity to the creative.

The intro can be seen preceding every piece of content under the MTVE umbrella, across platforms and around the world.