We led the comprehensive art direction and visual identity for MTV Networks’ annual Upfront presentation, showcasing the group's diverse channel portfolio. In an era before artificial intelligence, we leaned into pure physical execution, developing an extensive photographic system based on custom-built props and tangible elements designed to represent each channel's specific identity.
We focused on a manual, artisanal process—crafting every physical asset by hand before capturing it in-camera. By prioritizing tactile imperfection and raw material discipline, we transformed a corporate network presentation into an authentic archive of analogue graphic design.