TBWA\Chiat\Day’s New Grammys Campaign Comes Straight Outta Compton

By Erik Oster 

TBWA\Chiat\Day launched a new spot promoting the 2016 Grammy Awards, which will air on February 15, with a celebration of Grammy nominee Kendrick Lamar‘s home of Compton.

The spot opens with several quick shots of Compton, before several of its citizens recite lines from “Alright,” song from Lamar’s Grammy-nominated album To Pimp A Butterfly. It’s a simple but effective approach, focusing on the city that has inspired much of Lamar’s work. Hearing the lines delivered by Compton residents has a certain power to it and works well as an illustration of the spot’s “Wherever greatness begins it ends up here” (as ridiculous as that assertion may be to anyone who doesn’t overvalue the importance of the music industry’s award show). The spot also ends with Lamar’s own rendition of the song, which makes for the perfect transition into the tagline.

Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Executive Creative Director: Fabio Costa
Creative Director: Jason Karley
Creative Director: Micky Coyne
Sr. Art Director: Brandy Cole
Sr. Copywriter: Carmen Gomez
Managing Director: Stan Fiorito
Account Director: Pamela Lloyd
Account Director: Mike Peditto
Account Executive: Ashley Pratt
Account Executive: Caroline Hanley
Director of Production: Brian O’Rourke
Executive Producer: Anh-Thu Le
Producer: Micah Kawaguchi-Ailetcher
Director of Business Affairs: Linda Daubson
Executive Business Affairs Manager: Lisa Lipman
Senior Business Affairs Manager: Mimi Hirsch
Group Planning Director: Neil Barrie
Planner: Audrey Tyau
Director of Digital Strategy + Social Media: Rohit Thawani
Social Media Manager: Brittany Wood

PRODUCTION CO: Alldayeveryday
Director and DP: Matt Baron
Executive Director: Michael Karbelnikoff
Executive Producer: Arrow Kruse
Head of Production: Nicola Westermann
Producer: Christian Nurse
Producer: Alex Needles


Editor: Sam Ostrove
Additional Editor: Sean Stender
Assistant Editors:  Clark Rives & Kelly Henson
Executive Producer: Carr Schilling
Post Producer: Gail Butler

Colorist: Shane Reed
Executive Producer:  LaRue
Producer: Cailtin Forest

ONLINE & FX: Jogger
Executive Producer: Rich Rama
Creative Director: David Parker
Flame Assistant:  Jorge Tanaka

SOUND DESIGN & MIX: Beacon Street Studios
Lead Sound Designer/Mixer: Rommel Molina
Executive Producer: Erin Reilly
Assistant Mixer: Aaron Cornacchio