A theme of celebration was the starting point for this campaign to promote the major awards event for the music video industry. Taking inspiration from Jeff Koons, pop art and fetish photography, we spent the day with a professional balloon maker, experimenting and photographing as many different options as we could and having a great time doing so too. By the time we got to the awards night in London’s West End the theme had grown to incorporate huge onstage inflatables and an aftershow party full of balloon animals.
Concept, art direction and production. Photography by Luke Stephenson.

Related project
Design - UK Music Video Awards / 2011