“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.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
