John Hill started in the film industry as a full time director and lead animator for useful companies designing VFX shorts, title secuences, script driven onset graphics and video wall animation for Thunderbirds, Terminator 3 Rise of the Machines or Tomb Raider: Cradle of Life. Rheea Aranha is a multiple award winning creative director who has designed and directed major projects for BBC Network, Discovery Channel, Cartoon Network, or BBC Drama.

How did you get involved in the making of this work for MTV?

We were approached directly by MTV World Design Studios.

What led to the creation of this visual style?

MTV’s Art Director, Carlos Carrasco wanted the package to shout pop, but still be edgy and atmospheric. The tone was very much about being celebratory and at the same time visualising the idea that pop goes to battle and only the best reach the top. The idea that things rise to the top sparked us to conceive a high octane effervescent Toyland. The sequence starts with neon orbs floating up into a dark space through colourful apertures in the floor. More strobbing sprites and triangular blocks float up into the space to erect the sacrine Toyland. As the euphoria builds, the sprites eventually collect at the top of the world to form a floating installation that reads MTV Top Ten.