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THE GRAMMYS
Role
Creative and marketing lead for award-winning GRAMMYs campaign "Witness Greatness"
Scope
Social creative, end-to-end campaign coordination, and a full-funnel push across broadcast, social, OOH, radio, brand partnerships, and press
Impact
Helped drive tune-in to 24.95M viewers, the most-watched entertainment telecast of the season
Recognition
Clio Music: Grand Award (Use of Music in a Short Film) and Bronze (Short Film)
Cannes Lions: Bronze (Film Craft, Use of Music), plus shortlists in six categories
D&AD: Yellow Pencil (Branded Content)
The One Show: Merit (Branded Entertainment)
Earned media in Complex, Billboard, and MTV
24.95M viewers, the season's most-watched entertainment telecast
Challenge: Music's biggest night has a counterintuitive problem: everyone knows it exists, and you still have to convince tens of millions of people to actually stop and watch. For the 58th GRAMMYs, my job was to drive that tune-in.
Idea: One idea, built to feel enormous everywhere at once. Partnering with TBWA\Chiat\Day, "Witness Greatness" put the year's most talked-about artists at the center and ran across broadcast, OOH, radio, social, and press. I led it from the Academy's side, owning the social creative, coordinating the campaign end to end, and driving the full-funnel push, with one discipline throughout: make a single idea hit as hard on a phone screen as it does on a 60-foot wall.
Result: The broadcast I helped drive tune-in for drew 24.95 million viewers, the most-watched entertainment telecast of the television season. And its centerpiece film became one of the most awarded pieces of GRAMMYs creative in years.
Set the tone and protect it... then project it everywhere
The fun part of directing something this big is creating a visual aesthetic that holds up in every space. The shimmering gold and smoky texture had to feel just as premium on a stadium banner as they did in a 15 second social cut. So I spent a lot of time obsessing over the details most people never notice, the crop, the contrast, the way the light hit the gold, and the amount of smoke in each graphic. To me, these are the details that come together well enough make someone stop scrolling and actually pay attention.
Witness Greatness
The 58th GRAMMYs identity was built to feel like a premium, once-a-year event. Shimmering gold, the color of the award itself, signals celebration and prestige, while the raw, smoky charcoal behind it evokes the haze of a live stage of music's biggest night and gives everything atmosphere and depth. Technically it's a lesson in figure-ground contrast: a warm, metallic, high-texture mark set against a cool, desaturated field, so the logo and the artists almost lift off the frame. The high-contrast numerals and generous negative space keep it elegant and editorial instead of loud. It's a look designed to make musicians feel monumental.
The campaign's centerpiece put Kendrick Lamar front and center at exactly the right moment. The "Compton" film went to his hometown and captured real residents singing his anthem "Alright" in the street, unstaged, raw, and genuinely moving, a tribute to an artist reshaping music and culture. It also landed at a charged moment when the industry was being pushed on who gets celebrated, and it planted the GRAMMYs firmly behind one of the most vital, original voices in music, which is what the show is supposed to stand for. I led the campaign from the Academy's side, owning the social creative and coordinating the rollout across every channel. Campaign by TBWA\Chiat\Day, with the 58th logo designed by Aaron Nandor; "Compton" directed by Matt Baron under creative directors Jason Karley and Micky Coine.
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