Client: MTV
Service: Art Direction

01. Insight

People tend to lie about their TV habits, especially when it involves watching reality TV.

02. Big Idea

Get viewers to reveal themselves and admit they love the “trashy” reality TV MTV airs by taking it away.

03. Final Campaign

MTV will temporarily change to Mundane TV, replacing all of their current content with boring or literal versions of the shows.

AD: Andrew Johnson & Myself

CW: Mikayla Dumas

Case Study Video

View campaign content below.

Launch Video

Mundane TV content.

Aired on MTV and cut for social channels.

Videos are in a playlist that will play automatically.