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Sir Martin Sorrell

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The Recording Academy: Play The City by TBWA\Chiat\Day

Date: Jan 2018
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The Grammys will return to New York City for its 60th anniversary, and in an industry first, the Recording Academy has debuted a short film that documents how the city was transformed into an augmented reality musical instrument.

The Grammys, along with long-time creative partner TBWA\Chiat\Day, installed sophisticated software, multiple cameras and an augmented reality screen into a specially outfitted Uber to play NYC like an instrument. Triggered by the people and objects outside the window, each detected by next-generation computer vision software as the vehicle moved along each route.

The captivating technology was developed by creative production partner Tool North America, giving riders the ability to watch from the back seat as a song was developed live before their eyes. "It's like a mixtape of New York. It's beautiful" stated passenger Colleen. "Everybody had their own beat and it goes with the soul of New York because people have their own beat and rhythm. So it's really cool to see people making music and they don't even know it," said passenger Damion.

Over the years, Music’s Biggest Night has leveraged the power of technology to elevate an artist’s ability to deliver an amazing on-stage experience. But this year, to celebrate the milestone 60th anniversary of The Grammys and the show’s return to NYC, everyday New Yorkers were treated to a spectacular Grammys show right from the comfort and convenience of an Uber.


The Recording Academy

Evan Greene, CMO

TBWA\Chiat\Day, Los Angeles

Renato Fernandez, Chief Creative Officer

Linda Knight, Executive Creative Director

Jason Karley, Creative Director

Nomi Malik, Art Director

Ryan Siepert, Copywriter

Marco Monteiro, Senior Art Director

Armando Samuels, Senior Copywriter

Brian O’Rourke, Executive Director of Production

Anh-Thu Le, Executive Producer

Erika Buder, Associate Producer

Pamela Lloyd, Brand Director

Caroline Hanley, Brand Manager

Robin Rossi, Director of Business Affairs

Mimi Hirsch, Senior Business Affairs Manager

Matt Griffin, Business Affairs Manager

Neil Barrie, Chief Strategic Officer

Jeremy Schumann, Brand Strategist

Aeden Keffelew, Junior Planner

Production Company: Tool of North America

Director: Phillip Montgomery

Managing Partner: Oliver Fuselier

Managing Partner: Dustin Callif

Executive Producer, Integrated: Joshua Greenberg Executive Producer, Innovation: Adam Baskin Creative Director: Ben Priddy

Creative Technologists - nocomputer

Head of Production, Live Action: Ian Falvey

Head of Production, Innovation: Michael Bucchino Sr. Producer, Experiential - Matt Kahn

Producer, Live Action: Jason Manz

Producer, Live Action: Naomi Wells

Innovation Production Supervisor - Joaquin Gonzalez Director of Photography: Ed David

Composer - Eddie Alonso

Fabricator - White Walls Fabrication

Editorial: Rock Paper Scissors

Head of Production: Shada Shariatzadeh

Executive Producer: Raná Martin

Managing Director: Linda Carlson and Jennifer Sofio Hall

Finishing/Color: Shed

Supervising Colorist: Yvan Lucas Colorist: Billy Hobson

VFX: Miles Essmiller, Paul O’Shea Executive Producer: Mike Wigart

Audio Finishing + Mix: Lime

Audio Mixer: Mark Meyuhas

Audio Assistant: Peter Lapinski Executive Producer: Susie Boyajan