
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!