It is MTV's World Design Studio Milan (WDSM) and The Mill's most significant collaboration to date. The fully CGI spot took several weeks to complete and involved the skills of a large visual effects team from across both The Mill's Great Marlborough Street and Clipstone Street offices in London.

Carl spent several weeks brainstorming character ideas, with a number of hilarious creations that didn't quite make the cut, and some being signed off only to be replaced with ideas even more ridiculous. In the end it was Metal Dude, Weather Man, Bangle Gal, Bananamana and Sumo who went through to the final film.  Once we had decided on which characters should feature, we began work on a 'previs' to start timing out the edits and cuts of how the characters would move and dance.

Luke Colson, Head of Mill Studio who executive produced the idents said: "The collaborative nature between The Mill, the composers and MTV meant there were a lot of very detailed meetings with constant changes and tweaks to really get this spot absolutely right. Once we started to see the impressive renders coming out of our 3D department, we knew this was going to look really special."

"The Mill is one of the world's most cutting edge studios right now and it's indicative of the style and quality of creative work that we're producing and showcasing across MTV's international network that they chose to work with us," commented Roberto Bagatti, Vice President, WDS Milan and Creative Director, Viacom International Media Networks. "The final Rhythm Jerk ident is fantastic and I'm looking forward to seeing it help define our channel's identity around the world."