MTV VMAs: turning the Hudson River into a moving cinema

Ahead of the 2016 MTV Video Music Awards, video left the television screen and took flight over New York. A giant aerial projection display travelled along the Hudson River, bringing MTV talent into the city’s night skyline.

Remarkable Media partnered with MTV on an execution that combined aerial advertising with moving-image technology. The result was recognised by Guinness World Records and later celebrated at the MediaPost Digital Out-of-Home Awards.

Making a moving image work in flight

Projecting onto an airborne screen presented a different challenge from a fixed outdoor display. Both the projection platform and its target were moving, so maintaining the image required more than simply pointing a projector at a banner.

The campaign used live projection mapping to keep video aligned with the screen. It brought aviation, projection and creative content together in one coordinated display, with footage featuring performers including Ariana Grande and Nicki Minaj.

The Hudson River gave the campaign a recognisable New York setting and a route along which the display could be experienced. The city became part of the presentation, connecting the VMA promotion with the place hosting the awards.

A record-setting scale

Guinness World Records recognised the 1,625-square-metre display as the largest aerial projection screen at the time. The achievement gave the VMA promotion a place in the record books, as well as a striking presence in New York’s skyline.

Recognition beyond the flight

The MediaPost award entry credits Remarkable Media as the affiliated agency for “MTV VMAs Take Flight”. Archived Campaign Brief coverage subsequently reported Best in Show recognition and an MTV-reported 1,587% viral lift on social media.

The record, awards recognition and reported social response show how this aerial execution became part of the entertainment surrounding the VMAs. It brought the campaign out into the city and gave its moving images an extraordinary stage.

• Guinness World Records title for the largest aerial projection screen: 1,625 m² (17,500 sq ft). Source: Guinness World Records, September 2016.
• Best in Show at the MediaPost Digital Out-of-Home Awards in New York. Source: Campaign Brief, November 2017.
• MTV reported a 1,587% viral lift on social media after the flight. Source: Campaign Brief, November 2017.