How do you promote the unpredictability and irreverence of the Video Music Awards after all these years? Turn celebrity portraiture on its head. (Pun intended.)

We decided to put a twist on celebrity portraiture we had never seen before. With iconic celebrities holding huge replicas of their own heads, we showed just how fun portraiture could be, on so many different levels: ego, image and popularity.

Complete with an anti-awards show logo that defied every logo we’ve ever done in the past, and a life-sized carousel displaying the heads at a sideshow outside the venue, the entire VMA campaign created the perfect amount of synergy and buzz that the event demanded.

These are so funny and clever, you can’t help but laugh.