For the 2015 MTV Video Music Awards, MTV put up green-screen content all around the country. Green-screen billboards. Green-screen TV ads. Green Screen social media posts. Then http://www.mtvvma.net allows people to download any and every campaign asset file and create art out of it. By posting it to their social channels with #VMAs, their art has a chance to replace all the green-screen media in advance of the show.
Creative Credits:
Agency: MTV In-House
Director: Reed+Rader
Interactive Production: Jam3