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The Recording Academy: The Evolving Music Video by TBWA Chiat Day

Date: Feb 2019
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Each year, the Grammy Awards brings music fans and artists together to celebrate Music's Biggest Night. Now, the Recording Academy has released the world’s first Evolving Music Video — the more it’s viewed the more it changes, with each version different than the last — featuring double Grammy-nominated artist, Ella Mai in honor of the 61st Annual Grammy Awards.

What begins as a simple black and white video for the chart-topping Grammy-nominated song Boo’d Up, with paired down, soulful vocals by Ella Mai will soon evolve into a music extravaganza the more its viewed increase. The more fans tune in, the more impressive and entertaining the music video becomes, ultimately ending in a dynamic film that’s far from its understated beginning.

Coming off a record-breaking year, Ella Mai’s Boo’d Up is nominated for two Grammys including Song of the Year and Best R&B Song. The film was created with long-standing agency partner TBWA\Chiat\Day Los Angeles.


The Recording Academy

Evan Greene, CMO

TBWA\Chiat\Day, Los Angeles

Renato Fernandez, Chief Creative Officer Jason Karley, Creative Director

Gabriel Miller, Senior Copywriter Bruno Regalo, Senior Art Director Nic Buckingham, Senior Art Director

Brian O’Rourke, Executive Director of Production Anh-Thu Le, Executive Producer

Ewan Anderson, Executive Digital Producer Erika Buder, Associate Producer

Pamela Lloyd, Brand Director Sharon Hsu, Account Supervisor

Annie King, Assistant Account Executive

Robin Rossi, Director of Business Affairs Cecilia Prins, Senior Business Affairs Manager Jason DeLos Santos, Business Affairs Manager

Anita Schillhorn, Planning Director Iyana Sarrafieh, Senior Planner Alana Gleason, Junior Planner

Production Co: Tool of North America

Director: James Frost

Executive Producers: Daniel Kent, Rob Sexton Managing Partners: Nancy Hacohen, Dustin Callif Producer: Mark Hall

Head of Production: Ian Falvey DP: Wyatt Troll

Editorial: Cabin Editing Company

Editor: Taylor Tracy Walsh Editor: Randy Baublis Assistant Editor: Nick Deliberto Producer: Michelle Dorsch

Head of Production: Remy Foxx Managing Partner: Carr Schilling

Finishing/Color: Shape + Light

Lead Flame: Wes Waldron Lead Flame: Mark Youngren

Lead Flame: Paul Heagney Flame Assist: Austin Lewis Producer: Shelby Wong Managing Partner: Carr Schilling

Original Music:

Producer: DJ Mustard

Sound Engineer: Jaycen Joshua Assistants: Jacob Richards / Mike Seaberg

Sound Design, Sweetening & Mix: Barking Owl

Sound Designer/ Mixer: AJ Murillo Mixer: Matt Keith

Horn Arrangement: Houston Fry Creative Director: Kelly Bayett Producer: KC Dossett