The challenge this year was to create a new look for our biggest show. Our media-savvy audience has very high expectations of the visuals that are presented to them on our channel, so it is really necessary that we constantly reinvent ourselves in design. This year we created a packaging environment that was completely integrated. The theme for the MTV Video Music Awards this year was “fetish,” so the imagery was mainly influenced by Japanese erotica, the design influenced by sophisticated Japanese sensibilities.