MTV // Cribs @ VidCon
LAUNCHING “CRIBS” @ VIDCON
Built Environment & Selfie World
-Viacom / MTV-
Cribs is BACK! Welcome to the MTV Crib at VidCon 2018. The house featured a pattern-on-pattern-on-pattern living room fit for unique content and instagram posts with takeaway pattern posters, sticker sheets to pimp out your own crib, and a polaroid photo moment. The iridescent purple kitchen featured a yummy MTV logo moment, surprise cabinet fillings and a secret fridge door into another universe… the noodle hallway and talking fish room. Iconic singing fish were programmed to repeat classic MTV quotes with the push of a button.
Role: Design Director @ MKG. Lead design team through conceptual and schematic process, art directed color and pattern stories, oversaw install and build.
OBJECTIVE + STRATEGY
Objective: create social buzz around the new MTV Cribs reboot, focused on DIY and attainable home improvements for the teens and tweens
Strategy: build a custom “crib” that has photo moments at every turn to encourage social posting, and introduce textures, patterns and a color palette that is sure to catch the eyes of our audience and set apart from the convention floor space
Outcome: a 2-story home fit with living and kitchen areas topped with easter egg moments throughout the space. Brand ambassadors on hand to assist with photo taking and encourage exploration
Pattern-on-pattern living room, with sticker takeaways built from the custom graphic identity.
What every home needs: a secret pool noodle hallway through the fridge door.
The dichroic and iridescent kitchen prompted photo taking, set with brand moments and logos.
Singing fish with a twist: each fish was pre-loaded with an iconic MTV phrase or quote.
Photography: Kyle Goldberg
