NEW YORK – MTV, in its never-ending quest to appeal to the younger generation, turned to Super-Fi (www.super-fi.com) to create a fresh, hip, new look to promote the networks’ popular countdown programs.
With the subtlety of a sledgehammer, the two graphics intensive promos make no mistake about who is the target audience. In What a Guy Wants, images of cool cars morph into hot women as heart pounding heavy metal music, created by Chaz Windus, pounds away.
The other promo, Ass Kicking Chicks, flashes leading female pop music stars embodying strength and sexuality within a collage of changing graphics. Each pop star appears poised and powerful, posed in a boxing stance, riding motorcycles or otherwise preparing to kick some ass, all set to a techno-rap beat composed by DJ Dub Gabriel. The promos were created entirely at Super-Fi by director Daniel Garcia with the help of designer Jason Harder and roto artist Kenny Yee using Adobe software tools.
