Creative in association withGear Seven

GRAMMYs AR Project Lets New York City Write its Own Song in the Back of an Uber

Advertising Agency
Los Angeles, USA
TBWA\Chiat\Day and Tool of North America are behind the creative technology project that turns the faces of New Yorkers into music in real time
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 city that has served as inspiration for many musicians over the years will now have its very own sound, thanks to a partnership between the Academy and Uber.  

Underscoring the undeniable connection between New York City and music, 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. Each rider was then given the newly-created song as a reminder of the experience. 

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. 

Here’s what some of the passengers said about the experience:
"It’s like a mixtape of New York. It’s beautiful.“ - 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 a collectively people making music, and they don’t even know it. “ - Damion

“It captured the idea the that music comes from everywhere.” - Maurice

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
Editor: David Brodie
Assistant Editor: Patrick Tuck
Producer: Dina Ciccotello
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