Taylor Swift and Kanye West Headline MTV’s VMA Promos

Pink, Alicia Keys, One Direction also get face time

Taylor Swift and Kanye West, whose fracas at the 2009 MTV Video Music Awards remains one of the most pathetic incidents in TV history, are reuniting at the 2012 VMAs, which take place tonight—at least in the promotional department. Swift and West are two of five acts anchoring the network's 30-second promos for the show. Postproduction studio Click 3X, led by creative director Mark Szumski, worked with MTV on the spots. "MTV asked the artists to collaborate on the promos specifically in the selection of the imagery," says Szumski. "Once the artists narrowed down what they liked, it was up to Click 3X to then create original content for the holographic mandalas around their heads." Swift and West may not get a chance to reprise their animosity tonight, however—as the rumor is that West has pulled out to be with his girlfriend, Kim Kardashian, at some perfume promotion in New York.

Three more spots, and credits, below.


Client: MTV

Director: Micah Perta

Senior Design Director: Thomas Berger

Copywriter: Paul Wig

Producer: Kris Walter

Postproduction: Click 3X

Executive Producer: Rob Meyers

Creative Director: Mark Szumski

Senior Art Director: Miguel Hernandez

Editor: Jeremy Baumann

Senior Animator: Kuni Chang

Animators: Matt St. Ledger, Adam Yost

Flame Assistant: Liz Berdt