Our main goal was to generate buzz and engagement by leveraging the latest stories and public exploits of popular music artists. Instead of simply reporting the news, we transformed it into animated narratives, offering the audience a fresh and entertaining way to consume content. The objective was to create a series of eight original animated shorts for teenagers with characters and narratives based on musical artists and their latest public antics.
This strategy was built on the following pillars:
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Cultural Relevance: We selected artists who were at the center of public attention, that resonated with what the audience was already discussing on social media and other platforms.
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Original Narrative: We didn't just retell the facts. We created original characters and storylines based on the artists' personalities and public events. We also created the double-meaning brand "Dogging" to reference popular musical artists through the common belief that dogs tend to resemble their owners.
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High-Quality Production: We managed the entire creative and production process, from concept and character selection to scriptwriting, voice-overs, and character animation.
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Short-Form Video: By creating a series of shorts, we were able to maintain the attention of an audience accustomed to consuming fast, dynamic content on digital platforms. This made the content easy to distribute and share.
In short, our strategy was to turn music news into original, visually striking animated stories, creating a new type of content that was relevant, entertaining, and perfect for MTV's audience.
