The launch of the MTV2 television channel was the first to be digitally led. With the creation of a groundbreaking 3D immersive interactive website, where viewers were invited to become virtual DJs as part of an online community.

Brief.

MTV had bought and rebranded a rival channel (The Box) as MTV2. Here, viewers could create their own video playlists and request videos be aired on live TV, if selected.

MTV2 viewers were young, tech savvy and early adopters. So to drive the creation of video playlists, MTV wanted the new channel to move away from the use of dial-in phone numbers, and harness the power of the internet.

Viewers were to be invited to join an online community where they could create their playlists. These were then shared with other members of the community and voted for. With the winners videos being aired on TV.

Design.

Appealing to the cutting edge nature of the audience, a 'first of its kind' 3D interactive website was created. The site used new technology to create an environment where viewers could both explore content from MTV2, and engage and connect with like-minded people.

Much like an art gallery, the site was visually utilitarian, as not to overpower such a diverse collection of musical genre contained within the video content. Yet, it was also quirky, fun and playful. Taking inspiration from the future world of the infamous cult movie Bladerunner, and blending this with visual cues from an IKEA flat-pack furniture instruction manual.

In a world first, the design of the site also visually informed the new TV channels on-air graphics look and feel.

Credit: Website was designed in collaboration with the amazing Mickey Stretton.
Credit: On-Air graphics motion design was art directed by the talented Merlin Nation.

Results.

The MTV2 channel launched to critical acclaim. Both the website and on-air graphics went on to win numerous design awards, including D&AD pencils and a BAFTA for best interface design. The website was heralded as one of the first to utilise 3D and has been showcased in many publications as a design classic. The site also featured in the Digital Archaeology show, an event that "showcased a selection of groundbreaking websites from the early days of the web".

Reference: Digital Archaeology