The Brief

MTV CRIBS is a worldwide famous celebrity lifestyle show that takes viewers inside the homes of popular VIPs, giving an exclusive glimpse of their tastes and bespoke lifestyle. For its 5th edition, MTV Cribs ITALIA didn’t only introduced a new format and an entirely new cast, but it also presented an exciting visual refresh –– bold, vibrant, outstanding with a touch of Italian flavor too.

Meant to be be used across multiple platforms and formats (digital, social, on-air, and potentially print), the graphic Key Art needed to grasp the aspirational tone of the series by declining it through the concept of architectural blueprints to symbolize how every lavish home began with a vision, a plan, a dream eventually brought to life.

The iconic architectural design language was the starting point to readapt the MTV Cribs US package making it more significant locally: in other words, a blend of playful yet premium, stylish yet swagger, urban yet glamorous graphic only language, functional both static and animated. And to avoid possible spoilers, without any reference to the stars of course!

The Idea

The starting point of the graphic Key Art, produced by PinkSalt, was the “Popping toys” concept developed by the illustrator and visual artist Sebastian Onufszak.

Viewers step into a playful visual universe where 3D forms take center stage within a surreal context, anchored by a modular collage–like layout and a bold new color palette of soft gradients and rich hues. In this way a vibrant, dimensional playground, where graphic design meets visual storytelling in its most interactive form, is created with a strong focus on materiality.

The key becomes the focal point: it doesn’t just sit on the page but rather bounces out of the background, either by standing in stark contrast to flat elements or interacting with typography, almost as if the viewer should grab it to enter the homes.

About Sebastian Onufszak

Sebastian Onufszak is an award-winning illustrator, designer and art director based in Augsburg, Germany.

After successfully finishing his studies in communication design, the member of the Art Directors Club worked as Creative Director and Art Director for several design and animation studios from 2001 up until 2009. Since 2009, he starting out as a self-employed creative in the fields of static, interactive and motion media, working for an international range of high-end clients. He further lectured on motion graphics and animation at the University of Applied Sciences in Augsburg. His expressive and unique style landed him jobs with popular brands such as Adidas, Mercedes, Samsung and Karl Lagerfeld, to name but a few.

Onufszak’s commercial and personal works were featured in numerous design publications and exhibitions worldwide.

MTV Cribs Italia S5

The Brief

The Idea

About Sebastian Onufszak

The End

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