As we were forming our marketing strategy for the 2021 VMAs, there was an undeniable anticipation among the culture that we were eager to tap into. More than half of people over 18 in the U.S. had received at least the first dose of the COVID vaccine and we were all ready to be unleashed. History shows us that we often shine brightest after the darkest times. The potential this new dawn could bring to the artists of our generation brought a fresh excitement. It was time to “cue the renaissance”.

With that conceptual foundation, we developed a post modern visual approach, where the VMAs became the canvas for this generation of creators. The juxtaposition of baroque frames and aerosol accents spoke to the high art / low brow disruption one could expect from the brand defining awards show.

Design encompassed a full 360 tentpole campaign; across platforms, on air promos, social and pre show packaging, integrated marketing, outdoor, livestreams, events, and more.