MTV Cribs Italia Promo
designed by Gurika Chokheli
for MTV
The Brief
MTV Cribs is an American documentary television show that features tours of the private homes of celebrities. Each 30-minute documentary-style episode begins with the celebrity opening the front door, introducing themselves, and saying “Welcome to my Crib.”
MTV Cribs Italia launched a new season on September 2023, dedicated not only to celebrities’ houses, but also to celeb venues.
MTV will take you through various types of private locations in total openness, where the keyhole is actually the portal for a new world.
Each keyhole door will represent a theme, celebrity or location that will be seen during the shows season // not only houses.
The aim is to represent at least 3 different scenes: fashion, football and VIP guests.
The concept is to drive home the idea that MTV is opening doors, a video loop with a continuous zoom in where you keep entering various keyhole doors and entering different situations.
The Idea
Pink Salt alongside with the talent Gurika Chokheli produced a new keyart for MTV Cribs Italia to substitute the current International KA since it is not effective locally because it doesn’t represent the localized format and locations of the Italian version of the show.
To give more irony and a pop tone of voice around the key art, we focused on 3 different scenes representing fashion, football and VIP guests.
The fashion key art is set on an runway fashion show, the CATWALK: with a red carpet surrounded by colourful couches (as a link connection between “catwalk” and “home”) in plastic textures, that give off a a glossy and pop vibe, the catwalk finish a t the end where there’s the keyhole.
The football key art is set on a STADIUM: the camera movement brings us in a football stadium, where black and blue are the main colours, to represent Inter, the Italian soccer team (which one episode will focus on Inter HQ). From the aerial shot then the camera moves from top to bottom in the center of the football field where it appears the keyhole.
The VIP guests key art is set on a STAGE: in a rounded room of wooden floor, that gives a warmer vibe, the point of focus is the microphone, the iconic Shure 55S, in the center of the stage.
About
Gurika Chokheli
Gurika Chokheli is a graphic designer, animator and illustrator based in Tbilisi, Georgia. Her unique style is characterised by the use of fun and happy animated characters, abstract 2D and 3D figures, colourful, lively and dynamic breathtaking environments, all spiced with a pinch of irony and lightness.
Ping Pong is a small animation & design studio passionate about everything animated! “Ping pong” is their favourite kind of loop! – loopOut (“pingpong”).
The End
- client
- Paramount
- project
- MTV Cribs Italia Promo
- brand
- MTV
- sr creative director
- Emanuela Denti
- creative director
- René Olivo
- operations manager
- Giulia Marcora
- post production supervisor
- Sara Agatea
- graphic designer
- Rudy Catarinelli
- project manager
- Ramona Creola
- speaker
- Stefano Breda
- music teaser ‘MTV Cribs 2021’
- Joris van Grunsven
- design agency
- PINK SALT
- creative director
- Beatrice Cardile
- 3D animator
- Gurika Chokheli
- executive producer
- Anna Caregnato
- studio coordinator
- Simone De Angelis