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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

Creative Agency: TBWA\CHIAT\DAY LA

Creative Director: Jason Karley

Copywriter: Paula Henzel

Art Director: Stephanie Johnson

Planner: Audrey Tyau

Strategist: Justin Karch

Executive Creative Director: Linda Knight

Executive Producer: Anh-Thu Le

Creative Chairman: Stephen Butler

Business Affairs: Lisa Lipman

Social: Renee Vafa

Chief Strategy Officer: Neil Barrie

Business Manager: Mimi Hirsch

Senior Producer: Kaitlin Moore

Account Supervisor: Caroline Hanley, Ashley Pratt

Digital Strategy: Rohit Thawani

Director of Production: Brian O’Rourke

Business Director : Linda Daubson

Account Director: Pamela Lloyd

Production Company

Production Company: SANCTUARY CONTENT

Executive Producer: Preston Lee

Director: Natalie Rae

DOP: Andy Catarisano

Head of Production: Adam Litt

Line Producer: Javier Solija


Edit Company: CUT AND RUN

Editor: Sam Ostrove

Edit Assistant: Lee Bacak Jr.

Executive Producer: Amburr Farls

Managing Director: Michelle Eskin

Senior Producer: Jared Thomas

Post Production / VFX

Post Production Company: JOGGER

Flame Artists: Andy Brown

Colourist: Ricky Gausis

Producer: James Howell

Executive Producer: Rich Rama

Flame: Shauna Prescott

Flame Assist: Jorge Tanaka

Creative Director: David Parker

Colour EP: Meghan Lang

Colour Producer: Rebecca Boorsma


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

Song: Come Down Performed by Anderson .Paak

Sound Design: Rommel Molina

Category: Events , Sports and leisure

Genre: Music performance