Music High Definition Let There Be Music Since we were branding an HD Dolby 5.1 surround sound music channel, sound effects and music composition were driving forces in the production. As in the visuals, the primal and epic nature of the concept was infused into the music and sound effects.  There was an interactive back and forth process between the designer/animators and the composer. Most of the time the composer would create music based on the look of style frames and animatics but there would also be times when a riff of music would inspire the designer to draw a certain type of creature to match a certain kind of sound. The animators also relied on the composer to set a tempo and rhythm for the animation because many of the ID’s were performance based. More Than an ID For the on-air promotion toolkit and logo bug system, we were able to re-purpose a number of the environmental textures and graphic motifs from the :35 second image spot. Once they were built as loopable and modular elements, textures and animations were delivered with the After Effects project files to provide MTV’s in-house team with tools for future creative development. Primordial Goo This was a project that let us spread our wings. We have created many recognizable network identities at Troika, including the current packages for ABC, Fox, The CW, HGTV, E! and CMT. MHD, however, is unique in that its broad creative parameters enabled us to take an unconventional character and story-based approach. The MHD brand stands on an elaborate back-story with unlimited opportunities for incidental story vignettes. We often referred to MHD throughout our creative process as a Bosch-like tapestry of fantastic creatures and stories that somehow seems infinite and primordial, yet familiar. Rock on!