Due to launch across MTV’s international network of 63 channels from 8 November 2010, the idents constitute the third phase of MTV’s POP x 1000% international refresh, first rolled-out in July 2009, and progress from expressing human emotions to exploring the senses – touch, sight, hearing, smell, taste – with the added twist of 55DSL’s intriguing 5.5th sense, the less-explored human sense of intuition, featured on the sixth t-shirt.
In identifying the cream of design talent from across the world, MTV and 55DSL have engaged the talents of international artists Alex Trochut (touch), Ilovedust (sight), James Roper (hearing), Tei (smell), Yué Wu (taste), and Zeloot (intuition), to each create a t-shirt design inspired by one of the human senses. Each of the t-shirts features a unique graphic and has been created using an innovative method chosen by its designer to represent the sense in their own individual, tongue-in-cheek way.
Taking the creative process one step further, each artist was paired with a motion design studio – selected from some of the world’s most innovative and cutting edge studios – including Universal Everything, Physalia and Digital District, to turn the original artworks into five unique 30-second short films, each informed by one of the senses. The result is a truly international collection, reflecting the commitment of both MTV and 55DSL to innovation, creation and imagination across all media platforms."
The 55DSL x MTV 5.5 Senses collection will be available from 55DSL stores and selected retailers worldwide from mid December.