Entertainment, pop culture, real-world conversation, and storytelling rooted in everyday realities of young people

MTV Shuga – Season 3

MTV Shuga is an established brand and needed a digital campaign for the new season, which needed to fell unmistakably South African. Joburg CBD became a strong visual reference point, shaping a world that felt textured, urban and close to the audience the show was speaking to, while still sitting comfortably within the wider MTV identity.

We drew from the surfaces and visual language of the city, from tar roads and layered posters to worn textures and everyday details that carry a sense of place. Across thumbnails, social content and Vox-style cast interviews, we built a digital presence that felt grounded, recognisable and culturally aware.

The result was strong digital engagement and meaningful audience growth, helping the season connect more deeply with South African viewers.

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