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MTV VMAs ‘Justin Bieber’ promo

Agency: Smoke & Mirrors

Client: MTV

Smoke & Mirrors have been responsible for colour-grading a new series of spots for the MTV VMAs.

Working direct-to-client with MTV, the company coloured the challenging campaign, which mimics the look of various past eras with a funky mix of black-and-white, full color, and mixed footage.

The campaign stars VMA nominees, presenters and performers: Nicki Minaj, Drake, Ke$ha, Eminem and Justin Bieber.

The precocious VMA performer and nominee Justin Bieber stars in the final spot, a stylish blend of color contrasted with a deep black-and-white world shot on a RED camera.

Though stuck in a room from a bygone era, Bieber sings into a flatscreen computer monitor, sending a trio of admiring girls into a swoon on the receiving end.

The remainder of the spot features the singer outrunning a phalanx of adoring fans who ambush him as he exits one of his sold-out concerts.

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