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.
THE 64 GRAMMYS
A Campaign for Music’s Biggest Night
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.
MERCH + EDITORIAL
A GRAMMY You Can Hold Onto
The campaign extended beyond the screen and into the hands of the artists and fans. I designed the GRAMMY merchandise and art directed the editorial shoot that brought it to life in the program book.
AND THE
NOMINEES ARE…
The Moment Before the Moment
Let’s be honest, being nominated for a GRAMMY is an honor in itself. Our campaign flexed from digital into physical, with motion graphics working across social and onstage at the ceremony.
YOUR VOTE,
YOUR VOICE
Every Member Has a Say
The GRAMMYs are the only peer-voted music awards. This year, we put the voice of the Academy front and center, with the gramophone facing members directly and asking them to speak up and be heard.
THE NEW CLASS
The First Step to Joining
the Academy
Long before anyone tries to win a GRAMMY, they first have to become a member of the Recording Academy. We gave our classic Francis Gradient typeface a dynamic new role to welcome the newest class.
