Hasta La Motion!

The Recording Academy is promoting the Grammy Awards with “It was You”, a 60 second commercial featuring the words of Taylor Swift’s acceptance speech for the 58th Album of the Year award in 2016. Girls from a range of walks of life are shown reciting Taylor’s words as they work hard at achieving their dreams in theatre, music, sport and dance. Finally we cut through to Taylor herself delivering her last line, “And that will be the greatest feeling in the world”. The speech’s beginning reference to people who undercut success or take credit for accomplishments or fame is taken by fans and detractors to be a reference to Taylor’s ongoing rift with Kanye West and Kim Kardashian. However the Grammys It Was You commercial celebrates the positive power of music, and its ability to give us strength. We connect with certain artists, and their music speaks to our hearts. Their words can inspire, shift opinions, promote change and drive culture. The Recording Academy believes that Taylor’s passionate message of empowerment has inspired young women to reach for their dreams, and to not let anyone, or anything, get in their way. It gave young women everywhere something to believe in, and reminded us that music is sometimes bigger than just music.

“Music both reflects and advances culture, so we try to do the same with our annual GRAMMY Award brand campaigns. I think our campaigns tap into the dominant theme of what’s happening in society, and this year, The Recording Academy felt it right to highlight music’s uplifting aspects,” said Evan Greene, Chief Marketing Officer of the Recording Academy. “Although most of the spots carry the message with humor, as a father of two young girls, it was important to me to also create something that would speak specifically to them—and all women—using music’s inspirational language to help them feel empowered.”

Taylor Swift’s Acceptance Speech

“And as the first woman to win Album of the Year at the Grammys twice, I want to say to the young women out there, there are going to be people along the way who try to undercut your success or take credit for your accomplishments or your fame. But if you just focus on the work and you don’t let those people sidetrack you, someday when you get where you’re going, you will look around and you will know it was you and the people who love you who put you there, and that will be the greatest feeling in the world.”

Grammys It Was You Credits

The “Grammys It Was You” film was developed at TBWAChiatDay Los Angeles by creative chairman Stephen Butler, executive creative director Linda Knight, creative director Jason Karley, art director Stephanie Johnson, copywriter Paula Henzel, director of production Brian O’Rourke, executive producer Anh-Thu Le, senior producer Kaitlin Moore, chief strategic officer Neil Barrie, director of digital strategy Rohit Thawani, social strategist Renee Vafa, and data strategist Justin Karch.

Filming was shot by director Rachel McDonald via Tool of North America, director of photography Tucker Korte, managing partner Oliver Fuselier, executive producer Nancy Hacohen.

Editor was Lauren Brown at NO6 with assistant editor Josh Hayes, executive producer Carr Schilling, producer Michelle Dorsch. Visual effects were produced at NO7 by lead Flame artist Verdi Sevenhuysen.

Color was produced at Framestore by colourist Beau Leon, senior producer Andrew McLintock.

Sound and music were produced at Barking Owl by creative director Kelly Bayett, composer Houston Fry, sound designer and mixer Patrick Navarre, and producer KC Dossett.