Grammy Awards: Compton

Credits & Description:

Agency: Tbwa\Chiat\Day La
Client: The Grammys
Chief Creative Officer Stephen Butler
Creative Director Jason Karley Micky Coyne
Director Matt Baron
Executive Creative Director Fabio Costa Brent Anderson
Executive Producer Anh-Thu Lee
Producer Micah Kawaguchi-Ailetcher
Production Director Tanya LeSieur Brian O'Rourke
Senior Art Director Brandy Cole
Senior Copywriter Carmen Gomez
Creative Agency TBWA\Chiat\Day LA
Editing Cut + Run Los Angeles
Post Production Apache Jogger
Production Company Alldayeveryday
Sound Design Beacon Street Studios
Account Director Pamela Lloyd Mike Peditt
Account Executive Ashley Pratt Caroline Hanley
Business Director Linda Daubson Mimi Hirsch Lisa Lipman
Chief Executive Officer Luis DeAnda
Managing Director Stan Fiorito
Strategic Director Nick Barham Neil Barrie Rohit Thawani
Strategic Planner Audrey Tyau
Strategist Brittany Wood
The GRAMMYs wanted a film to celebrate Kendrick Lamar's record breaking eleven nominations. But we knew this was about more than just music. It was about culture. His song Alright was not just a hit but had become the anthem for a growing cultural movement in the US. So we decided to take Kendrick back to his hometown of Compton, and put his lyrics of struggle and hope into the mouths of real residents (even the mayor) before surprising them all with an impromptu performance by Kendrick himself.