We didn’t just create a campaign for the 2021 VMAs—we captured a cultural shift.

As the world reopened and over half of U.S. adults had received their first COVID vaccine dose, energy was building. People were ready to reemerge. We saw the moment and moved fast to shape it into something bold and unmistakably VMA.

After darkness, creativity surges. We brought that energy to life. Visually, we built a postmodern world where the VMAs became the canvas—baroque frames clashed with aerosol tags, creating a high-art/low-brow aesthetic that mirrored the show's creative chaos.

Design touched every platform: on-air, social, pre-show, digital, OOH, and live experiences. This wasn’t just a campaign—it was a reset. One only the VMAs could lead.

Developed 3D Frame with STATE