TV. DIGITAL. PRINT.
In collaboration with Canadian artist Andrew Pommier, the MTV 'Break out the Pack' identity campaign was born.
Drawing on Andrew's clean drawing style and unique ‘funny because it is sad’ perspective, I devised the idea of setting his misfit animal costume characters in everyday situations. Where in their own way, they have broken free of the mundanes of life by standing out from the crowd. In essence, this idea aligns with the values of MTV, a brand that likes to 'Break out of the Pack'.
Andrew is well known for his pictures which "provoke a feeling of loss and isolation between people and nature-characters hiding out in animal costumes, smoking their lives away, destroying their bodies - these themes speak of a great divide, as well as showcasing Pommier’s ironic sentimentality for misfits and castaways."
The idents were cell animated by Argentine studio Bitt Animation and the print campaign featured in youth magazines nationwide, as well as on MTV Australia's business cards.
Title: MTV Break out of the Pack
Client: MTV Australia
Agency & Production Company: MTV Networks Australia
Creative & Director: Kathryn Cox
Illustration: Andrew Pommier
Animation: Bitt Animation
Sound: Andrew Stevenson