Campaign details

Advertiser: The Recording Academy
Brand: GRAMMY Awards
Agency: TBWA Chiat/Day
Country: United States


The Recording Academy tasked us with creating a content piece that would not just promote the show but help position the GRAMMYs as a culturally in-tune and relevant brand. They, like many other awards shows, had at times been criticized for being out of touch with popular tastes and for lacking in diversity. We set out to create something that could speak to all demographics and tastes; something that spoke to the power behind the music, whatever genre that may be.

Creative work

The film shows the origins of greatness in a documentary-style film bringing 7-time GRAMMY Award winner, Kendrick Lamar, back to his hometown of Compton to celebrate the community that inspired him to become the artist he is today. The message being that greatness can come from anywhere.