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TBWA\Chiat\Day LA & Anderson .Paak Bring Gospel Grooves to the GRAMMYs

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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.” 

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

Song: Come Down Performed by Anderson .Paak

Sound Design: Rommel Molina

Production Company

Director: Natalie Rae

DOP: Andy Catarisano

Executive Producer: Preston Lee

Head of Production: Adam Litt

Production Company: SANCTUARY CONTENT

Line Producer: Javier Solija

Post Production / VFX

Colour EP: Meghan Lang

Colourist: Ricky Gausis

Creative Director: David Parker

Executive Producer: Rich Rama

Flame: Shauna Prescott

Flame Artists: Andy Brown

Flame Assist: Jorge Tanaka

Post Production Company: JOGGER

Producer: James Howell

Colour Producer: Rebecca Boorsma


Edit Assistant: Lee Bacak Jr.

Edit Company: CUT AND RUN

Editor: Sam Ostrove

Executive Producer: Amburr Farls

Managing Director: Michelle Eskin

Senior Producer: Jared Thomas

Creative Agency

Account Supervisor: Caroline Hanley, Ashley Pratt

Art Director: Stephanie Johnson

Business Affairs: Lisa Lipman

Business Manager: Mimi Hirsch

Chief Strategy Officer: Neil Barrie

Copywriter: Paula Henzel

Creative Agency: TBWA\CHIAT\DAY LA

Creative Chairman: Stephen Butler

Digital Strategy: Rohit Thawani

Director of Production: Brian O’Rourke

Executive Creative Director: Linda Knight

Executive Producer: Anh-Thu Le

Planner: Audrey Tyau

Senior Producer: Kaitlin Moore

Social: Renee Vafa

Strategist: Justin Karch

Genres: Music performance

Categories: Events, Sports and Leisure

TBWA\Chiat\Day LA, Thu, 09 Feb 2017 14:26:40 GMT