Creative initiative showcases the cream of fresh new design and motion graphics talent from across the globe
Five new idents and six brand new t-shirts set to launch on-air and in-store this Autumn

MTV Networks International (MTVNI) and leading streetwear label 55DSL announced today the launch of their first-ever creative collaboration, set to culminate in five brand new MTV on-air idents and six bespoke t-shirt designs.

Due to launch across MTV’s international network of 63 channels from 8 November 2010, the idents constitute the third phase of MTV’s POP x 1000% international refresh, first rolled-out in July 2009, and progress from expressing human emotions to exploring the senses. The accompanying bespoke t-shirts will be available in 55DSL stores internationally for a limited period only from December 2010. Each will be informed by one of the five senses – touch, sight, hearing, smell, taste – with the added twist of 55DSL’s intriguing 5.5th sense, the less-explored human sense of intuition, featured on the sixth t-shirt.

“This is a unique design collaboration between two youth oriented creative powerhouses which leverages the strengths of both global brands and further deepens our connection to our audiences,” commented Roberto Bagatti, Vice President, Creative, MTVNI, and Creative Director, World Design Studio, Milan. “Our commitment to seeking out great new creative talent is as strong as ever and we’re thrilled to have worked so closely with 55DSL on this project.”

Andrea Rosso, Creative Director of 55DSL added: “I am so proud of this collaboration. Being able to create for MTV a unique collection of t-shirts under the common sign of creativity and collaborate with these amazing talented artists made my dreams come true.”

In identifying the cream of design talent from across the world, MTV and 55DSL have engaged the talents of international artists Alex Trochut (touch), Ilovedust (sight), James Roper (hearing), Tei (smell), Yué Wu (taste), and Zeloot (intuition), to each create a t-shirt design inspired by one of the human senses. Each of the t-shirts features a unique graphic and has been created using an innovative method chosen by its designer to represent the sense in their own individual, tongue-in-cheek way.

Taking the creative process one step further, each artist was paired with a motion design studio – selected from some of the world’s most innovative and cutting edge studios – including Universal Everything, Physalia and Digital District, to turn the original artworks into five unique 30-second short films, each informed by one of the senses. The result is a truly international collection, reflecting the commitment of both MTV and 55DSL to innovation, creation and imagination across all media platforms.