“The Video Music Awards was a landmark brief for us. The show is a pure expression of MTV and its anchor-like presence in popular culture. We wanted to create something focused and uncompromising that spanned every aspect of the show’s production. Lee Lodge, the show’s producer and our fearless leader, spearheaded this daunting task and gave us the inspiration: the humble circle. This permeated everything, from stage design and choreography right through to all the design work created at Elastic. From abstract visual doughnuts that twisted music videos into spinning sculptures to glossy circular monoliths of the logo, everything came back to this single form. This was a deeply collaborative project and a true joy to contribute to. On the night of the show, you could see the circle echo out across our work and the work of countless other vendors and artists in the audience and on the stage at the Forum.”