The Recording Academy® and TBWA\Chiat\Day Los Angeles unveiled "We Are Music," an innovative, engaging campaign for the 54th Annual GRAMMY Awards®, airing live on CBS Sunday, Feb. 12 at 8 – 11:30 p.m. ET/PT. The campaign — which features print, outdoor, digital, TV, a mobile app, and an interactive microsite (www.wearemusic.grammy.com) — uses technology to visualize music and show how it moves us. This marks the fifth consecutive year that TBWA\Chiat\Day Los Angeles and The Recording Academy have partnered on the marketing campaign for the annual GRAMMY Awards telecast. The "We Are Music" campaign rolled out last month with a 15-second promo spot running on CBS to promote "The GRAMMY® Nominations Concert Live — Countdown To Music's Biggest Night®," as well as print, and show tune-in art created for GRAMMY.com, Facebook and YouTube. Two-time GRAMMY® winner and current nominee Adele kicked off the first of four TV spots, followed by six-time GRAMMY winner and current nominee Foo Fighters, and GRAMMY nominees Bon Iver and Skrillex. The spots focus on the artists and follow an element or particle that builds throughout, symbolizing the raw emotion of music. Each spot reveals the artist after the particle builds and then transitions to the tune-in information for the show. In addition to Adele, Foo Fighters, Bon Iver, and Skrillex, the print and out-of-home campaign (including wild postings and digital billboards) also features GRAMMY winners and current nominees Bruno Mars and Paul McCartney. "'We Are Music' is about the passion that music inspires in all of us, about music becoming part of who we are and about how music affects artists and fans on a visceral level," said Evan Greene, Chief Marketing Officer for The Recording Academy. "This year's campaign once again emphasizes the social and mobile music experience, and allows music fans to connect to the music they love in a visual way. We are grateful to our dedicated friends at TBWA\Chiat\Day for their continued collaboration and partnership, and for their support of this year's effort." "We wanted to focus on the raw emotion in music that connects fans and artists and transcends the GRAMMY stage," said Patrick O'Neill, executive creative director at TBWA\Chiat\Day Los Angeles. "It's that moment when the artist is ready to push the music out and the fan is ready to receive — that's the true power of music. The GRAMMYs have always been a celebration of the greatest music that shapes our culture. This year is no different; we are just giving music lovers out there a connection like never before by producing a campaign that visually exposes the emotions of this year's iconic artists and their songs." Wearemusic.grammy.com and the soon-to-be-launched mobile app work hand in hand to feature artists created out of the rhythm and emotion of their songs. The Web site and mobile app allow music fans to create and share their own visual musical experiences based on their favorite songs and photos. At wearemusic.grammy.com, users can choose their own songs and upload their own photos that explode into thousands of particles and reconstruct themselves, all while moving to the music. With the "We Are Music" app, a user's photos and songs are transformed into an interactive, communal mobile experience. For more information on the 54th GRAMMY Awards and the "We Are Music" campaign, please visit: www.grammy.com or www.wearemusic.grammy.com. The "We Are Music" app will be available for download through iTunes. For GRAMMY coverage, updates and breaking news, please visit The Recording Academy's social networks on Twitter and Facebook: www.twitter.com/thegrammys and www.facebook.com/thegrammys.
54th GRAMMYs “We Are Music” Credits TBWA\Chiat\Day – Los Angeles Creative Team Chief Creative Officer: Rob Schwartz Executive Creative Director: Patrick O’Neill Creative Director: Patrick Condo Creative Director: Bob Rayburn Group Creative Director of Media Arts: Olivier Rabenschlag ACD/Copywriter: Eric Terchila ACD/Art Director: Denise Zurilgen ACD: Eze Blaine Senior Art Director: Andrew Reizuch Copywriter: Avi Klein Copywriter/Technical Director: Matt Kalish Designer: Jenn Kutchey Account Team Management Supervisor: James Aardahl Account Supervisor: Mike Peditto Account Executive: Daryl Conui Integrated Project Manager: Alisa Arnold Senior Art Producer: Sabrina Bajaj Print Credits Producers: Matthew MacDonald, Kacey Harahan Project Manager: Jane Martin, Collin Beckles Creative Retouching: Arthaus Prepress: E-Graphics Studio Designers: Paul Russell, Rubi Mendoza, Riki Komachi, Marsha Stevenson Outdoor Print Vendor: Primary Color Art Creation Vendors: Justin Maller- Adele and Bon Iver Jeff Huang- Paul McCartney and Foo Fighters Niklas Lundberg (Diftype) - Skrillex Emeric Trahand (stillontherun) - Bruno Mars Ars Thanea - Gramophone Digital and Mobile Credits Executive Director of Integration: Matt Bonin Director of Creative Technology: Ricardo Diaz Senior Executive Digital Producer: Peter Bassett Director of Digital Production: Chincha Evans Senior Digital Producers: Monica Pino, Justin Taylor Digital Producers: Celeste Jones, Brian Jarmon Associate Digital Producer: Luke Elmers Flash Lead: Patrick Matte Flash Developers: Jefferson Jones, Brandon Yano, Abel Gudino Lead Motion Designer: Kevin Reid Front End Developer: Parker Ehret Tech Leads: Tim Shea, Jon Bauer, David Riegler QA Lead: Lester Broas QA Engineer: Walter Velasquez Television and Film Credits Executive Director of Integrated Production: Richard O’Neill Producer/Music Supervisor: Michael Gross TV Vendors: Gramophone :15 Matthias Muller Lime Studios (Final Mix) Mixer: Joel Waters Assistant Mixer: Brian Peyton Jessica Locke: Executive Producer Adele :30 MPC Creative Directors: Ryan Knowles and Dan Marsh Executive Producer: Paul Abatemarco Head of Production: Jenny Bright 3D Lead: John Cherniack 3D Animators: Jessie Amadio, Clint Sui, Yates Holley, Brad Mitchell Compositing: Ryan Knowles, Brad Mitchell, Benoit Mannequin, Stefan Smith, Michael Dobbs Smoke Editorial: Mark Holden & Ben Davidson Design: Josh Childers, Darryl Mascarenhas Color: Mark Gethin, Derek Hansen Lime Studios (Final Mix) Mixer: Joel Waters Assistant Mixer: Brian Peyton Jessica Locke: Executive Producer Foo Fighters :30 Wolf & Crow Managing Director: Kevin Shapiro Creative Director: Chad Howitt VFX Producer: Matt Olson VFX Coordinator: Kelly Shay VFX Supervisor: David Glicksman Compositors: Chad Howitt, Kevin Stein Lead Render Artist: Nick Forshee Lighting Artist: Matt Berenty Modelers: Michael DuPree, Marco Campobasso FX TD: Yates Holley FX Animators: Robert Spaniolo, Ben Yu, Joao Rosa, David Bokser, James Marcus Rotoscopers: Nathan James, Yunmi Ahn Therapy Studios (Final Mix) Lihi Orbach - Mixer Joe DiSanto - Executive Producer John Ramsay - Executive Producer Allegra Bartlett - Producer Bon Iver :30 MPC Creative Directors: Ryan Knowles and Dan Marsh Production Designer: Gideon Webster Director of Photography: Bernard Evans Line Producer: Chris Harlowe 3D Lead: John Cherniack 3D Artists: Jessie Amadio, Clint Sui, Matt Johnson, Jonah Austin, Andres Weber, William Schilthuis, Fred Durand, Ian Wilson 2D: Ash Wagers, Brinton Jaecks, Lisa Ryan, Benoit Mannequin, Michael Dobbs Smoke: Ben Davidson, Mark Holden Color: Derek Hanson, Mark Gethin Concept: Darryl Mascarenhas Storyboards: Aaron Clark Executive Producer: Paul Abatemarco Head of Production: Jenny Bright Therapy Studios (Final Mix) Lihi Orbach - Mixer Joe DiSanto - Executive Producer John Ramsay - Executive Producer Allegra Bartlett - Producer Skrillex :30 Pixomondo FX Simon Mowbray - CD Peter Steinzeig - EP David Garber - EP / motion graphics Alex Yoon - Lead designer Therapy Studios (Final Mix) Lihi Orbach - Mixer Joe DiSanto - Executive Producer John Ramsay - Executive Producer Allegra Bartlett - Producer Business Affairs Director of Business Affairs: Linda Daubson Executive Business Affairs Manager: Lisa Lipman Director of Broadcast Traffic: Nadzyah Guillermo Gifted Songs: • Adele, “Rolling in the Deep” • Foo Fighers, “Bridge Burning” • Bon Iver, “Holocene” • Skrillex “Rock ‘n’ Roll (Will Take You to the Mountain)”