To promote its 2018 “CMT Music Awards,” CMT called on trusted collaborator 2C Creative to take the network’s concept – the CMT Music Awards will blow your mind – beyond the figurative and, in a creative/playful way, convey the fun that differentiates this award’s show experience from all the others.
CMT EP for On-Air Promos Jeff Nichols asked 2C to put some real wind behind his idea, and 2C had quite the “blast” in the process! The agency combined the idea of a slo-mo photo booth party and blasting compressed air into someone’s face to create a hyper-real “mind blowing” experience. Compressed air was expelled through as many as four nozzles at wind forces of 100 psi, or the equivalent of constant 88-mph hurricane force wind. The resulting wind gusts produced hilarious facial distortions that could only be enjoyed by shooting at 1000 fps (frames per second) on the Phantom Flex 4K camera.
