To create excitement for the 54th Grammys we created the campaign, We Are Music. A statement about the Grammys, but also a statement that could unify music fans on one night. In Film and OOH we visually brought the music of Grammy nominated artists, like Bon Iver, Adele and Paul McCartney, to life. The visuals had to give fans the feels and live up to the songs they accompanied. Then in a series of digital and onsite experiences we inspired people to become music themselves- even by simply tweeting. On Grammy night, for the first year ever, they incorporated the visual look and feel of the campaign into the show which rounded out the entire experience. 

We Are Music Site

The ‘We Are Music’ website allows you to watch Grammy artists become the music they create. Then, you become music by adding your own songs and photos – rendering a personalized effect you can share.

Click the image below to visit the website, or scroll down to watch the video.



We Are Music App

The We Are Music app also takes your music and photos and creates a custom experience where you can see your photos react to the music. The app also features a way to share the experience with your friends. Simply pick a track and a photo and connect to other friends. Bring your mobile devices together and create a single visualization.

#SingMyTweet Experience
We made tweets become music at L.A. Live during Grammy week. Passersby were drawn to a giant gramophone stationed outside the Grammy Museum. As people tweeted to #SINGMYTWEET, their tweets were instantly sung back to them by the artists, Meiko, Anthony Hamilton and Class Actress. The video below includes our favorite tweets. Be warned, we haven’t stopped humming these hilarious one-liners. They are quite catchy.



And for the first year ever our visual look and feel was incorporated into the actual show.


Watch the integrated video below.


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