Our concept for this campaign to promote the major awards event for the music video industry was all about scale and stripping everything down to the basic pixel and pulse. As the theme was science and technology, we worked with PSL, the country’s biggest and best supplier of video walls – the kind of large screens you see at stadium gigs and matches, commissioning them to build a huge video wall made up of 10 x 1 metre blocks in a studio.At this scale, frames of film become abstract works of art, and by taking still life studies of music videos we could create a pure pop-art campaign that fused technology, colour, scale and celebrity in a gallery setting.
Concept, art direction, production and design. Photography by Lewis Mulatero.

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