Mtv Gold is a brand new satellite channel devoted to playing golden songs from the 70’s, 80’s and 90’s. Mtv commissioned Mutado to create this channel identity from scratch – since it didn’t exist before. Due to my passion for vintage and humour, I dove straight into this new adventure.

The whole concept of the channel is based on vinyl records and a humorous re-interpretation of the most famous songs. We all remember the songs that made the history of popular music and we tried not to be too serious or celebratory but, rather, to work on song titles and visualize them in a different and unusual way. We utilized 2 things that we are very passionate about… characters and animation.

Mutado was in charge of creating the channel identity, bumpers, stings and all graphic elements for the launch on 1st October 2007. This is a work in progress but we’d like to show some of the stuff that has aired recently on Sky’s channel 705.

Check out more here.

Watch an Mtv Gold show opener
Watch the We will rock you bumper
Watch the Sweet dreams bumper
Watch the Thriller bumper

Agency: Mutado, Milan, Italy
Creative Director: Mauro Gatti