“Believe in Music,” the campaign from The Recording Academy and TBWAChiatDay 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–directed by Natalie Rae of Sanctuary Content–.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, Calif.. 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.”
Anderson .Paak is slated to perform at this year’s GRAMMY Awards with A Tribe Called Quest on Sunday, February 12.
Credits
Client The Recording Academy/GRAMMY Awards Agency TBWAChiatDay Stephen Butler, creative chairman; Linda Knight, executive creative director; Jason Karley, creative director; Stephanie Johnson, art director; Paula Henzel, copywriter; Brian O’Rourke, director of production; Anh-Thu Le, executive producer; Kaitlin Moore, sr. producer. Production Sanctuary Content Natalie Rae, director; Andy Catarisano, DP; Preston Lee, exec producer; Adam Litt, head of production; Javier Solija, line producer. Editorial Cut+Run Sam Ostrove, editor; Lee Bacak Jr. assistant editor; Michelle Eskin, managing director; Amburr Farls, exec producer; Jared Thomas, sr. producer. VFX Jogger David Parker, creative director; Shauna Prescott, lead Flame artist; Andy Brown, Flame artist; Jorge Tanaka, Flame assistant; Rich Rama, exec producer; James Howell, producer. Color MPC Ricky Gausis, colorist; Meghan Lang, exec producer; Rebecca Boorsma, color producer. Music “Come Down” performed by Anderson .Paak; Tony Louis Cottrell, co-writer. Label: OBE, Steel Wool, ArtClub; Adrian Miller, Kevin Morrow, Ketrina “Taz” Askew, exec producers. Publishing: DJ Hi Tek Music Publishing, Songs of Windswept Pacific, Watch and Learn Publishing; Anderson .Paak, J’rese Mitchell, original music arrangement; J’rese Mitchell, musical director; Camille Timan, gospel choir leader. Sound Design/Audio Post Beacon Street Studios Rommel Molina, mix/sound design engineer; Vivi Rojas, mix assistant; Adrea Lavezzoli, exec producer; Kate Vadnais, mix producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
