Machine Gun Kelly

Overview for Machine Gun Kelly:

FRAY Studio delivered the video design for Machine Gun Kelly’ s headline performance at the 2024 NFL Munich Half-Time Show, broadcast live to millions worldwide. The brief was to create a visual system that could hold its own within the scale of the stadium, support MGK’s high-energy performance style, and translate clearly to both the in-person crowd and the international broadcast audience. Working closely with production designers Mangata Collective , we developed a bold visual identity rooted in strong colour, sharp contrast, and direct graphic language. The centrepiece of the design was a large LED cube placed at midfield, with MGK standing on top of it and turning the performance space into a concentrated focal point. This structure allowed the visuals to feel immersive in the stadium while remaining legible across broadcast cameras and aerial shots. The content design drew on themes connected to MGK’s aesthetic and musical world: bursts of electric colour, distressed textures, and references to Americana woven through the set. The aim was not to build a narrative but to create high-impact visual moments that matched the pace and attitude of the performance. Each look was built to shift quickly, delivering a series of graphic hits that amplified movement and scale. All content was developed for Disguise playback, ensuring tight integration with the LED system and broadcast requirements. Our approach prioritised clarity and punch, visuals that could translate across extreme sightlines, fast camera cuts, and the physical vastness of the field. The final result fused live video design with stadium-scale spectacle, giving the NFL’s international audience a halftime performance with real force and presence.

Services provided: Creative Direction, Video Design, 2D Animation, Editing