Back in 2010 MTV launched a third generation of the new MTV idents, which helped them create a consistent identity throughout the world (as I blogged about it earlier).
For this phase, MTV and 55DSL together selected a handful of visual artists – Alex Trochut, iLoveDust, James Roper, Tei, Yué Wu and Zeloot – who each designed a T-shirt based on one of the five senses. Each artist was then paired with a motion design studio to turn their original artwork into a 30 second short film.
James Ropers made a T-shirt design based on the sense of hearing.
Roper claims that there is no deeper meaning in his work and that its single purpose is "Pleasurable retinal violation." He also claims that he channels his OCD into his work as he likes doing repetitive things and pays great attention to detail. I found this artist and his work very fascinating, that;'s why I wanted to share a bit about it, but the main point here, is his 30 sec video (for some reason I wasn't allowed to post just the hearing video, so I'll give you all of the 5 senses)
It is very interesting to see how different artists interpret different senses. Portraying any sense visually is not an easy task, but hearing-vise, I think Roper approached this with his individual understanding of sound and as a result, created a very powerful visual impact.
Another MTV ident I want to write about is Soundquake. It's not an animation but I still think it's useful to look into it. Actually, there's not much I can tell you about it since the director was not an individual person, it was MTV WDS Milan and it was released with the same MTV Power x 1000% campaign (as well as the 5 senses). But I found the idea very interesting, because it seems that sounds disrupts a perfectly static image with vibrations and turns something perfectly placed into a chaotic mess. Also the play on colors is really tasteful, check it-
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