Realising the power of content MTV and Motorola created MTV Load, a project that combined MTV's creative credentials with the then-fairly-new phenomenon of downloading and accessing video through your mobile phones.
We were asked to source, curate, license and commission anything that was funny, beautiful, strange, interesting enough for people to download.
What we learnt:
- Working for mobile requires a different technical approach: close-up shots, no fast movement, forget about detail. That helped us when we later helped MTV launch a mobile channel.
- It needs a different kind of narrative. Short, direct, more one-dimensional stories.