review on MTV Ident

The MTV Ident starts by showing the audience a dark underground view of a building, as the camera follows the forming black lines that appear from a flickering begin forming across the ground of a shadowed world, then working their way up the outside of the buildings in a city, this is quite sinister as the lines begin to form words such as "dark", "fear", "pain" and "hell". As the sun comes out the style of the Ident changes and we see quite a contrast from that dark and sinister world that now becomes a bright and colorful one. The lines are now various bright colours reflecting the next word "rainbow" and as the camera follows the lines still forming up the buildings; they begin to spell out positive words such as "light", "happy" and "love". At the end of the animation the lines run up a tall building and join forming the MTV logo.

The audience are kept engaged in the animation by the constant flow and morphing imagery, the way that the lines create random words wants us to know what this animation is about and what the words are reflecting. The Ident is aimed at a wide audience as the colours are unisex and the changing of style from dark to bright will attract the "gothic" and the bouncy kind of people. The animation uses live action with CG animation and at first the lines are made to kind of blend in with the buildings but as the colours change there is quite a contrast with the buildings and wording, the words/lines stand out from the buildings. The words are used to reflect the feelings of MTV and this is what MTV is full of as they all form into the logo.


http://www.youtube.com/watch?v=O01E2IIhLmM