Strategy

Recognizing Gen Z's dual appreciation for nostalgia and authenticity, I developed a strategic direction that would resonate with their values while drawing inspiration from MTV's cultural impact of the 1990s.

The focus on underground and emerging artists directly appeals to a younger audience’s desire to discover unique content and stand apart from mainstream media. This influenced every aspect of the design, from the choice of an unconventional logo to the creation of an environment that feels both familiar and distinctly alternative.

Design

Using Cinema 4D, I created a moody, warehouse-like environment that serves as the stage for the network's reveal. The animation sequence begins with scattered rubble across the concrete floor, building tension as pieces gradually rise and assemble to form the M logo, backlit dramatically against a powerful light source.

The logo features a custom off-kilter "M" with vertical text, challenging conventional design rules to reflect Gen Z's appreciation for uniqueness over tradition. The visual identity centers around a stark contrast of neon green and jet black, deliberately evoking early 2000s digital aesthetics while giving it a contemporary edge.

The technical execution required a careful balance of mograph tools and manual keyframing in Cinema 4D, combining precise control with dynamic physics simulations. This hybrid approach allowed me to create a sequence that feels both intentional and organic, reinforcing the network's positioning between structured broadcast design and raw underground energy.

Results

The final 15-second network identity successfully delivers a compelling vision for a modern music channel that speaks directly to Gen Z audiences. The piece showcases my proficiency in Cinema 4D and Redshift while highlighting my understanding of how design can bridge generational nostalgia with contemporary cultural values.

Strategy

Design

Results

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