TBWA\Chat\Day’s campaign to show the world the powers music holds continues.
This time, the agency demonstrates its power to unite people in joy. And like its predecessor, which recognised the power of women to achieve their dreams, its message is timely.
The world could use some joy right now.
TBWAChiatDay LA demonstrates the power of pop culture to promote (much needed) change
The second Believe in Music video created with The Recording Academy for the 59th GRAMMYS is a gospel music clip. The film features two-time GRAMMY nominee, Anderson .Paak, a gospel choir, a congregation of church-goers and the power of music.
“Our intention with this year’s brand campaign is to highlight the inspirational and motivational power of music and its positive impact in light of the challenging times that we face,” stated Evan Greene, chief marketing officer of the Recording Academy.
“This latest spot in the series captures music’s undeniable force to connect us and bind us together through a shared, collective community. The Recording Academy strives to reinforce music’s ability to unify, and this film serves to powerfully amplify this message.”
In the film, .Paak, who laid the foundation for his music career as a drummer in a gospel choir, returns to church to perform a rendition of his hit, Come Down.
Gospel music director and .Paak’s family friend, J’rese Mitchell, collaborated with .Paak to create the gospel arrangement for the song. The cast features friends and family from .Paak’s hometown of Oxnard. His sister Camille and 6 year-old son, Soul, also make cameo appearances.
Anderson .Paak is slated to perform at this year’s GRAMMY Awards with A Tribe Called Quest.
Credits:
Client: The Recording Academy
Chief marketing officer: Evan Greene
Senior director and executive producer, marketing: Jim Cannella
Agency: TBWA\Chiat\Day
Creative chairman: Stephen Butler
Executive creative director: Linda Knight
Creative director: Jason Karley
Art director: Stephanie Johnson
Copywriter: Paula Henzel
Director of production: Brian O’Rourke
Executive producer: Anh-Thu Le
Senior producer: Kaitlin Moore
Account director: Pamela Lloyd
Account supervisors: Caroline Hanley & Ashley Pratt
Director of business affairs: Linda Daubson
Executive business affairs Manager: Lisa Lipman
Business affairs manager: Mimi Hirsch
Chief strategic officer: Neil Barrie
Planner: Audrey Tyau
Director of digital strategy: Rohit Thawani
Social strategist: Renee Vafa
Data strategist: Justin Karch
Production company: Sanctuary Content
Director: Natalie Rae
DoP: Andy Catarisano
Executive producer: Preston Lee
Head of production: Adam Litt
Line producer: Javier Solija
Editing: Cut and Run
Editor: Sam Ostrove
Assistant editor: Lee Bacak Jr.
Managing director: Michelle Eskin
Executive producer: Amburr Farls
Senior producer: Jared Thomas
Visual Effects: Jogger
Creative director: David Parker
Lead flame artist: Shauna Prescott
Flame artist: Andy Brown
Flame assistant: Jorge Tanaka
Executive producer: Rich Rama
Producer: James Howell
Colour: MPC
Colourist: Ricky Gausis
Executive producer: Meghan Lang
Colour producer: Rebecca Boorsma
Music
Come Down performed by Anderson .Paak
Co-writer: Tony Louis Cottrell
Label: OBE, Steel Wool, ArtClub
Executive producers: Adrian Miller, Kevin Morrow & Ketrina ‘Taz’ Askew
Publishing: DJ Hi Tek Music Publishing, Songs of Windswept Pacific, Watch and Learn Publishing
Original musical arrangement: Anderson .Paak and J’rese Mitchell
Musical director: J’rese Mitchell
Gospel choir leader: Camille Timan
Original sound design and mix by Beacon Street
Mix/sound design engineer: Rommel Molina
Mix assistant: Vivi Rojas
Executive producer: Adrea Lavezzoli
Mix producer: Kate Vadnais
