Aloft Hotels / MTV 
MTV Push Futures + ClubMTV

Challenge
Aloft Hotels wanted to work with a music partner to add some credibility and expand the reach of their pre-existing live music program 'Live @Aloft'.

Approach
We developed a 360° campaign utilising the Club MTV platform and a custom created new brand, Push Futures, to showcase up and coming artists.

After a month of pre-promotion across MTV's social and digital platforms including event idents, artist videos and ticket give aways, we hosted 3 live events at Aloft Hotels across Europe and the Middle East. 

The European events focused on a local artist performing a semi-acoustic set and the Abu Dhabi event focused on a rooftop pool party with a live DJ set from Jonas Blue.

Before the event we broadcast a live social Q&A with the artist and an MTV VJ, where an online audience could ask the artist questions directly. 

We filmed each event and created a 30" TV spot as well as some longer content to be shared online. This included a selection of live tracks and artist interviews.

Concept Generation / Identity Design / Design Development / Art Direction / Motion Graphics Direction