It’s tough maintaining momentum for an event with a campaign that sends out the same promo reminder time after time leading up to the event. MTV has solved that problem for its MTV Video Music Awards (VMAs). Right now, its promo, Canvas, is – as its title suggests – a blank canvas. A strikingly black and white, intriguingly abstract film of Madison Square Garden, where the VMAs are to be held for the first time. The only human in the ad is an astronaut, seen walking across the arena.

A voiceover by hip hop artist, Swizz Beatz, explains that this “stage of stages” is a blank canvas on which each performer will express his or her own artistry.

Additional works of art will be released throughout the campaign that feature each performing talent’s own words as to why the performing on the VMA stage is a dream come true.

Canvas was directed by Anthony Mandler, who has directed the Taylor Swift treadmill fail ad for Apple Music, as well as ads for the NFL, Nike, Reebok, Chevy, Hugo Boss, 1800 Tequila and Cadillac. Directed 15 of Rihanna’ music videos as well as others for Lana Del Ray, Jay-Z, Beyonce, Drake, Eminem, Justin Timberlake, Lenny Kravitz, Jennifer Lopez and The Killers. And photographed David Beckham, Jay Z, Kendrick Lamar, Emily Ratajkowski, Candice Swanepoel, Rihanna and Heath Ledger.

The theme song of the campaign is Do Your Thing by Charles Wright & the Watts 103rd Street Rhythm Band.

The campaign is being created in-house. MTV’s 2015 VMAs campaign, Green Screens, won a Cyber Gold Lion at Cannes Lions.

Credits

Agency: MTV

Client: MTV VMAs

Director: Anthony Mandler

Voiceover: Swizz Beatz

Editors: Jarrett Fijal & Bonch

Colourist: Tom Poole @ Company 3

Sound Design: Antfood