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TBWA\Chiat\Day LA & Anderson .Paak Bring Gospel Grooves to the GRAMMYs

Agency launches uplifting film that shows the profound effect music has on the human spirit

TBWA\Chiat\Day LA & Anderson .Paak Bring Gospel Grooves to the GRAMMYs

Believe in Music, the campaign from The Recording Academy and TBWA\Chiat\Day Los Angeles that celebrates the 59th GRAMMYs and the positive impact of music, launches its latest film featuring two-time GRAMMY nominee Anderson .Paak, a gospel choir, and a congregation of church-goers who are overcome by the power of music.

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”. It's an uplifting film that shows the profound effect music has on the human spirit— as the entire congregation dances together to the infectious tune.

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 appearance.

“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,”  said 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.” 

Creative Agency

Strategist: Justin Karch

Social: Renee Vafa

Senior Producer: Kaitlin Moore

Executive Producer: Anh-Thu Le

Executive Creative Director: Linda Knight

Director of Production: Brian O’Rourke

Digital Strategy: Rohit Thawani

Creative Director: Jason Karley

Creative Chairman: Stephen Butler

Creative Agency: TBWA\CHIAT\DAY LA

Copywriter: Paula Henzel

Chief Strategy Officer: Neil Barrie

Business Manager: Mimi Hirsch

Business Director : Linda Daubson

Business Affairs: Lisa Lipman

Art Director: Stephanie Johnson

Planner: Audrey Tyau

Account Supervisor: Caroline Hanley, Ashley Pratt

Account Director: Pamela Lloyd

Music and Sound

Sound Design: Rommel Molina

Song: Come Down Performed by Anderson .Paak

Executive Producer: Adrian Miller, Kevin Morrow, Ketrina ‘Taz’ Askew


Senior Producer: Jared Thomas

Managing Director: Michelle Eskin

Executive Producer: Amburr Farls

Editor: Sam Ostrove

Edit Company: CUT AND RUN

Edit Assistant: Lee Bacak Jr.

Post Production / VFX

Flame Assist: Jorge Tanaka

Flame Artists: Andy Brown

Flame: Shauna Prescott

Executive Producer: Rich Rama

Creative Director: David Parker

Colour Producer: Rebecca Boorsma

Colourist: Ricky Gausis

Colour EP: Meghan Lang

Producer: James Howell

Post Production House: JOGGER

Production Company

Line Producer: Javier Solija

Head of Production: Adam Litt

Executive Producer: Preston Lee

DOP: Andy Catarisano

Director: Natalie Rae

Production Company: SANCTUARY CONTENT

Category: Events , Sports and leisure

Genre: Music performance