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EENYC Helps Reincarnate MTV2 as Two Headed Dog

Editional Effects brings a new look to music channel (February 25, 2005)

Transition created  by Editional Effects for "In the Lab" has an urban flavor inspired by music showcased in the program

Transition created by Editional Effects for "In the Lab" has an urban flavor inspired by music showcased in the program

Amidst vast buzz, Viacom re-launched MTV2 this month with a whole new look. Time Squares full service post house Editional Effects ( was a key ingredient in this extensive effort to revamp & reprogram the network as a lifestyle channel aimed at young men. MTV2 Supervising Producer Shawn Mattaro tapped the design team at EENYC to create fresh packaging for a collection of interstitials & programming, giving them a tight deadline of only four weeks to take their ideas from concept to completion.

The latest incarnation of the channel (featuring their new Two Headed Dog logo) re-focuses on more youth-oriented rock genres and programming-- something the design team kept in mind when brainstorming ideas: ?MTV2 was looking for a way to repackage the channel in a way that would appeal more to its core audience of 12 24 year old guys. When we created these spots, our challenge was to tailor each of the packages to their tastes in very distinct ways and to produce them in an extremely short period of time, says Editional Effects Creative Director Christina Vircillo Barry.

Vircillo Barry and Designer/Animator Liam Harrison wowed MTV2 execs by delivering four uniquely different sets of animated show packaging with lightening speed. ?Fighter vs. Fighter evokes a videogame-meets-anime feel, while ?This is What I Do has a grittier industrial film look to it. The packaging for ?Hi-Tech Theater features vintage-inspired robots out for a night at the movies, and the.

Says MTV2 Supervising Producer Shawn Mattaro, ?working with EENYC is always a great experience?they just ?get what we are trying to do right away.

MTV2 re-launched Sunday, February 6th, 2005.

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Related Keywords:Editional Effects, EENYC, MTV2, music channel, Viacom, Shawn Mattaro, Christina Vircillo Barry, Liam Harrison, Shawn Mattaro,

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