MTV ARTIST IDENT
International Women’s Day
MTV invited Hi-Lo to create a spot for the International Women’s Day Artist Ident campaign.
As a network that has always valued visual experimentation, MTV has a long history of using its Idents to provide artists with a platform for creative expression and to amplify important messages.
The goal of the campaign was to encourage women artists to share their perspectives and ideas on the issues at the center of International Women’s Day, using the hashtag #embraceequity. The campaign aimed to spark conversations and promote equity among all genders by promoting a female or female-identifying perspective.
The spot is about a flower that endures being stepped on repeatedly by the patriarchy but continues to bloom and grows stronger, joined by others. When threatened again, they unite and grow into a giant plant that covers the entire globe.
Being a woman is almost a state of spirit, not a definition. It is not about being female biologically. It is about having the experiences and feelings associated with being a woman.
It is about the emotions, strength, courage, resilience, and compassion we show to ourselves and others. It is about the freedom to be and to love yourself, to stand up, to be visible and to be respected.
Diversity
“Feminism is layered, and its power comes from its diversity”
– Scarlett Curtis
Women come from all walks of life, each with unique experiences and stories to tell.
From a young age, we are taught to conform to stereotypes and norms about what it means to be a woman. However, in reality, there are countless ways to be a woman. Race, gender, sexuality, and other identities do not define us. Instead, they add to our complexity and richness.
It is this diversity that makes our collective strength so powerful.
The Collective
”Behind every great woman… is another great woman.”
– Kate Hodges
Being a woman is about being part of a larger community, a collective that supports and empowers one another. It’s about the understanding that our differences make us better together.
We are a sorority awakening our community and raising the consciousness of being a woman. We share a journey of learning and growing together, connecting and amplifying the voices of those who are often unheard.
Resilience
“Feminism isn’t about making women stronger. Women are already strong, it’s about changing the way the world perceives that strength.”
– G.D. Anderson
Women are resilient. We have endured and overcome so much throughout history and continue to do so today. At first glance, representing women as flowers may appear to suggest that they are delicate and need to be protected. However, this is a narrow view.
Flowers are essential for the cycle of life. They provide food for animals and insects and help plants reproduce. They also help spread pollen, aiding in the growth and spread of plants. Women are the same. We are essential to the growth and survival of our communities, providing care, love, and support to those around us.
We have endured being women when the world said not to be. And this resilience is powerful.
Voice
“I raise up my voice—not so that I can shout, but so that those without a voice can be heard. … We cannot all succeed when half of us are held back.”
-Malala Yousafzai
The importance of amplifying women’s voices and visibility cannot be overstated. By sharing our stories, we create a space where we can learn from each other and build meaningful connections. We are all part of something bigger, and our actions have a powerful impact on the world around us, especially those who cannot be heard yet.
As G.D. Anderson once said, it’s about changing the way the world perceives the strength of women. Women’s voices have often been silenced throughout history. We must continue to speak up and fight for our rights, enabling us to create a more equitable and just world. We must challenge the status quo, break down gender barriers, and create a society that values and respects the contributions of all.
By sharing our stories, connecting, and breaking down gender barriers, we can create a more equitable and just world. We must celebrate the diversity of women’s experiences and identities, recognizing that our differences make us stronger together.
Being a woman is something to be proud of.
Script and Storyboard
A single flower is stepped on by careless feet again and again. Despite the pain, it continues to bloom, growing bigger and stronger. Each time, it comes back joined by other flowers, forming a beautiful clump of flowers together. But when the careless feet return, the flowers realize they must take a stand. They into a giant plant that covers the entire globe!
Sh01: We start the animation with the flower, just enjoying her nice day.
Sh02: A careless foot steps on her, we can see her in pain.
Sh03: She slowly recovers.
Sh03 – B: A friend blooms by her side, she is not alone anymore.
Sh04 – A different foot from the first one, again, steps on the two of them.
Sh05 – As the foot leaves, and now a little crowd of flowers appears, they are standing together.
Sh06 – We see a shadow coming over them.
Sh07 – It is unbelievable, it will happen again.
Sh08_1 – Caught in this situation, we see their faces expressing…
Sh08_2 – …sadness, frustration, pain and many different emotions at once. The entire frame starts to shake.
Sh08_03 – Their faces are shaking a lot, something big and different from before is about to happen.
Sh09 – We see the flowers pushing the foot back.
Sh10 – The flower starts growing very fast and sends the person back flying.
Sh11 – As the flower grows we see her taking over the city.
Sh11_2 – From afar we see the entire city taken by the flowers.
Sh12 – The MTV logo comes in.
Sh13 – The flower fills the frame by the MTV’s logo side.
“Feminism is for everybody.” – Bell Hooks
Credits
Production:
Studio Hi-Lo
Creative Director:
Bruna Imai
Sound:
Marcelo Baldin / Combustion
MTV ARTIST IDENT
International Women’s Day
MTV invited Hi-Lo to create a spot for the International Women’s Day Artist Ident campaign.
As a network that has always valued visual experimentation, MTV has a long history of using its Idents to provide artists with a platform for creative expression and to amplify important messages.
The goal of the campaign was to encourage women artists to share their perspectives and ideas on the issues at the center of International Women’s Day, using the hashtag #embraceequity. The campaign aimed to spark conversations and promote equity among all genders by promoting a female or female-identifying perspective.
The spot is about a flower that endures being stepped on repeatedly by the patriarchy but continues to bloom and grows stronger, joined by others. When threatened again, they unite and grow into a giant plant that covers the entire globe.
Being a woman is almost a state of spirit, not a definition. It is not about being female biologically. It is about having the experiences and feelings associated with being a woman.
It is about the emotions, strength, courage, resilience, and compassion we show to ourselves and others. It is about the freedom to be and to love yourself, to stand up, to be visible and to be respected.
Diversity
“Feminism is layered, and its power comes from its diversity”
– Scarlett Curtis
Women come from all walks of life, each with unique experiences and stories to tell.
From a young age, we are taught to conform to stereotypes and norms about what it means to be a woman. However, in reality, there are countless ways to be a woman. Race, gender, sexuality, and other identities do not define us. Instead, they add to our complexity and richness.
It is this diversity that makes our collective strength so powerful.
The Collective
”Behind every great woman… is another great woman.”
– Kate Hodges
Being a woman is about being part of a larger community, a collective that supports and empowers one another. It’s about the understanding that our differences make us better together.
We are a sorority awakening our community and raising the consciousness of being a woman. We share a journey of learning and growing together, connecting and amplifying the voices of those who are often unheard.
Resilience
“Feminism isn’t about making women stronger. Women are already strong, it’s about changing the way the world perceives that strength.”
– G.D. Anderson
Women are resilient. We have endured and overcome so much throughout history and continue to do so today. At first glance, representing women as flowers may appear to suggest that they are delicate and need to be protected. However, this is a narrow view.
Flowers are essential for the cycle of life. They provide food for animals and insects and help plants reproduce. They also help spread pollen, aiding in the growth and spread of plants. Women are the same. We are essential to the growth and survival of our communities, providing care, love, and support to those around us.
We have endured being women when the world said not to be. And this resilience is powerful.
Voice
“I raise up my voice—not so that I can shout, but so that those without a voice can be heard. … We cannot all succeed when half of us are held back.”
-Malala Yousafzai
The importance of amplifying women’s voices and visibility cannot be overstated. By sharing our stories, we create a space where we can learn from each other and build meaningful connections. We are all part of something bigger, and our actions have a powerful impact on the world around us, especially those who cannot be heard yet.
As G.D. Anderson once said, it’s about changing the way the world perceives the strength of women. Women’s voices have often been silenced throughout history. We must continue to speak up and fight for our rights, enabling us to create a more equitable and just world. We must challenge the status quo, break down gender barriers, and create a society that values and respects the contributions of all.
By sharing our stories, connecting, and breaking down gender barriers, we can create a more equitable and just world. We must celebrate the diversity of women’s experiences and identities, recognizing that our differences make us stronger together.
Being a woman is something to be proud of.
Script and Storyboard
A single flower is stepped on by careless feet again and again. Despite the pain, it continues to bloom, growing bigger and stronger. Each time, it comes back joined by other flowers, forming a beautiful clump of flowers together. But when the careless feet return, the flowers realize they must take a stand. They into a giant plant that covers the entire globe!
Sh01: We start the animation with the flower, just enjoying her nice day.
Sh02: A careless foot steps on her, we can see her in pain.
Sh03: She slowly recovers.
Sh03 – B: A friend blooms by her side, she is not alone anymore.
Sh04 – A different foot from the first one, again, steps on the two of them.
Sh05 – As the foot leaves, and now a little crowd of flowers appears, they are standing together.
Sh06 – We see a shadow coming over them.
Sh07 – It is unbelievable, it will happen again.
Sh08_1 – Caught in this situation, we see their faces expressing…
Sh08_2 – …sadness, frustration, pain and many different emotions at once. The entire frame starts to shake.
Sh08_03 – Their faces are shaking a lot, something big and different from before is about to happen.
Sh09 – We see the flowers pushing the foot back.
Sh10 – The flower starts growing very fast and sends the person back flying.
Sh11 – As the flower grows we see her taking over the city.
Sh11_2 – From afar we see the entire city taken by the flowers.
Sh12 – The MTV logo comes in.
Sh13 – The flower fills the frame by the MTV’s logo side.
“Feminism is for everybody.” – Bell Hooks
Credits
Production:
Studio Hi-Lo
Creative Director:
Bruna Imai
Sound:
Marcelo Baldin / Combustion