The virus manifests itself in the form of the colour black, which contrasts against the boring white clinical environments that it infects. The campaign is untitled. It is held together by a concept and aesthetic alone.
It uses the viral property of self-replicating cells to alter the experience of a range of dull environments. In this example, the unseen virus replicates a disheartened office worker. He multiplies and creates a primal and liberating audio composition, thus rejecting the office and embracing creativity. The virus can not be seen although its effects are clearly visible.
The virus infects all of the MTV owned channels (including VH1 and TMF) and works as a drip campaign: as a feature video is played on one channel (in example the office scene), the main infected person creeps over onto the other channels - popping up in music videos, adverts or other content. These unexplained cameo appearances would tease and intrigue the viewer, and only when they see the main feature is everything revealed.
This is the video
MTV from James Houston on Vimeo.
