Creativity

Compton Residents Join Kendrick Lamar in a Rousing Film for The Grammys

11-Times Nominated Artist Performs 'Alright' Back in His Hometown

By Alexandra Jardine. Published on Jan 27, 2016

Editor's Pick

Kendrick Lamar, who is nominated for 11 Grammy awards, returns to his hometown of Compton, California in this spot for the Grammys -- but he's not realy the star of the ad. Instead, it's the city's residents who each in turn perform segments of his hit song, "Alright," turning it into a stirring anthem celebrating the city. It's not till the culmination of the spot, by TBWA/Chiat/Day, that Lamar gets in on the act with a live performance. Matt Baron of Alldayeveryday directed the film; Lamar will perform at the Grammys on Feb. 15.

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Credits

Date
Jan 27, 2016
Agency:
TBWA/Chiat/Day Los Angeles
Chief Creative Officer:
Stephen Butler
Client:
The Grammys
Executive Creative Director:
Brent Anderson
Executive Creative Director:
Fabio Costa
Creative Director:
Jason Karley
Creative Director:
Micky Coyne
Senior Art Director:
Brandy Cole
Senior Copywriter:
Carmen Gomez
Managing Director:
Stan Fiorito
Account Director:
Pamela Lloyd
Account Director:
Mike Peditto
Account Executive:
Ashley Pratt
Account Executive:
Caroline Hanley
Director of Production:
Brian O'Rourke
Executive Producer:
Anh-Thu Le
Producer:
Micah Kawaguchi-Ailetcher
Director of Business Affairs:
Linda Daubson
Executive Business Affairs Manager:
Lisa Lipman
Senior Business Affairs Manager:
Mimi Hirsch
Group Planning Director:
Neil Barrie
Creative Planner:
Audrey Tyau
Director of Social Strategy and Social Media:
Rohit Thawani
Social Media Manager:
Brittany Wood
Production Company:
Alldayeveryday
Director/DP:
Matt Baron
Executive Director:
Michael Karbelnikoff
Executive Producer:
Arrow Kruse
Head of Production:
Nicola Westermann
Producer:
Christian Nurse
Producer:
Alex Needles
Editorial Company:
Cut + Run
Editor:
Sam Ostrove
Additional Editor:
Sean Stender
Assistant Editor:
Clark Rives
Assistant Editor:
Kelly Henson
Executive Producer:
Carr Schilling
Head of Production:
Amburr Farls
Post Producer:
Gail Butler
Telecine:
Apache
Colorist:
Shane Reed
Executive Producer:
LaRue Anderson
Producer:
Cailtin Forest
Online/FX:
Jogger
Executive Producer:
Rich Rama
Creative Director:
David Parker
Flame Assistant:
Jorge Tanaka
Sound Design/Mix:
Beacon Street Studios
Lead Sound Designer/Mixer:
Rommel Molina
Executive Producer:
Erin Reilly
Assistant Mixer:
Aaron Cornacchio

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