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