JOURNEY TO THE GRAMMYS
CAMPAIGN | ART DIRECTION | BRANDING | EXPERIENCES
The GRAMMYs may happen in one night, but the journey takes an entire year. From joining the Recording Academy to voting, nominations, and finally taking the GRAMMY stage, we built a campaign system designed to carry artists through every step of the journey.
Team: Jason Hines (CD), Hannah Park (Motion Designer), Alexis Mouer (Designer), Shannon Casey (CW)
64 GRAMMYs
Our campaign focuses on the journey artists take to get to the GRAMMY stage. Sound waves reverberate across the canvas setting the scene for bold typography, colorful gramophones and our heroes waiting to make their mark on history.
And the Nominees are…
Let’s be honest, being nominated for a GRAMMY is an honor in itself. Our campaign had to be flexible enough to span everything from our social campaign to the stage design of the nominations.
Your Vote, Your Voice
The GRAMMY Awards are the only peer voted music awards. That means the votes don’t come from an elite secret group, they come from the members themselves, peers of the music community. This year we focused on the voice of the entire academy to collect every vote. The gramophone takes on a fresh perspective, facing the audience asking them to speak up and be heard.
The New Class
Long before anyone tries to win a GRAMMY, they first must become a member of the Recording Academy. Our campaign used our classic brand typeface Francis Gradient in a new dynamic way. The various weights worked together to create engaging motion to announce new members.
