The goals for the 2008 Video Music Awards promos were to create interest and buzz about the show and to introduce the host, Russell Brand, to America. The main challenge was creating a campaign that was reflective of the crazy, unexpected nature of the show, utilizing our relatively unknown host. We created a stylized, impressionistic and semi-defined environment in which Brand would exist: classic English Victorian with touches of Goth rock and roll. The look and tone of the spots were meant to be reflective of the show itself—surreal, exciting, spontaneous and unpredictable. 

The understated treatment of type appropriately frames the beautifully art-directed sets and scenes. Besides, there’s no sense competing with the hilarious interplays between the characters.