The Grammys are returning to New York City for the awards' 60th anniversary. In an industry first, the Recording Academy has debuted a short film that documents how the city transformed into an augmented reality musical instrument.
The Grammys, along with long-time creative partner TBWA\Chiat\Day, installed sophisticated software, multiple cameras and an augmented reality screen into a specially outfitted Uber to play New York City like an instrument. Triggered by the people and objects outside the window, thorough next-generation computer vision software as the vehicle moved along each route, musical notes played and graphics flashed on the window, which featured a musical stave.
The captivating technology was developed by creative production partner Tool North America, giving riders the ability to watch from the back seat as a song was developed live before their eyes.
"It's like a mixtape of New York. It's beautiful" stated passenger Colleen. "Everybody had their own beat and it goes with the soul of New York because people have their own beat and rhythm. So it's really cool to see people making music and they don't even know it," said passenger Damion.
Over the years, 'Music’s Biggest Night' has leveraged the power of technology to elevate an artist’s ability to deliver an amazing on-stage experience. But this year, to celebrate the milestone 60th anniversary of The Grammys and the show’s return to NYC, everyday New Yorkers were treated to a spectacular Grammys show right from the comfort and convenience of an Uber.
TBWA\Chiat\Day: The Recording Academy 'Play The City'
The Grammys will return to New York City for its 60th anniversary, and in an industry first, the Recording Academy has debuted a short film that documents how the city was transformed into an augmented reality musical instrument.
The Grammys, along with long-time creative partner TBWA\Chiat\Day, installed sophisticated software, multiple cameras and an augmented reality screen into a specially outfitted Uber to play NYC like an instrument. Triggered by the people and objects outside the window, each detected by next-generation computer vision software as the vehicle moved along each route.
The captivating technology was developed by creative production partner Tool North America, giving riders the ability to watch from the back seat as a song was developed live before their eyes. "It's like a mixtape of New York. It's beautiful" stated passenger Colleen. "Everybody had their own beat and it goes with the soul of New York because people have their own beat and rhythm. So it's really cool to see people making music and they don't even know it," said passenger Damion.
Over the years, Music’s Biggest Night has leveraged the power of technology to elevate an artist’s ability to deliver an amazing on-stage experience. But this year, to celebrate the milestone 60th anniversary of The Grammys and the show’s return to NYC, everyday New Yorkers were treated to a spectacular Grammys show right from the comfort and convenience of an Uber.
The Recording Academy
Evan Greene, CMO
TBWA\Chiat\Day, Los Angeles
Renato Fernandez, Chief Creative Officer
Linda Knight, Executive Creative Director
Jason Karley, Creative Director
Nomi Malik, Art Director
Ryan Siepert, Copywriter
Marco Monteiro, Senior Art Director
Armando Samuels, Senior Copywriter
Brian O’Rourke, Executive Director of Production
Anh-Thu Le, Executive Producer
Erika Buder, Associate Producer
Pamela Lloyd, Brand Director
Caroline Hanley, Brand Manager
Robin Rossi, Director of Business Affairs
Mimi Hirsch, Senior Business Affairs Manager
Matt Griffin, Business Affairs Manager
Neil Barrie, Chief Strategic Officer
Jeremy Schumann, Brand Strategist
Aeden Keffelew, Junior Planner
Production Company: Tool of North America
Director: Phillip Montgomery
Managing Partner: Oliver Fuselier
Managing Partner: Dustin Callif
Executive Producer, Integrated: Joshua Greenberg Executive Producer, Innovation: Adam Baskin Creative Director: Ben Priddy
Creative Technologists - nocomputer
Head of Production, Live Action: Ian Falvey
Head of Production, Innovation: Michael Bucchino Sr. Producer, Experiential - Matt Kahn
Producer, Live Action: Jason Manz
Producer, Live Action: Naomi Wells
Innovation Production Supervisor - Joaquin Gonzalez Director of Photography: Ed David
Composer - Eddie Alonso
Fabricator - White Walls Fabrication
Editorial: Rock Paper Scissors
Head of Production: Shada Shariatzadeh
Executive Producer: Raná Martin
Managing Director: Linda Carlson and Jennifer Sofio Hall
Finishing/Color: Shed
Supervising Colorist: Yvan Lucas Colorist: Billy Hobson
VFX: Miles Essmiller, Paul O’Shea Executive Producer: Mike Wigart
Audio Finishing + Mix: Lime
Audio Mixer: Mark Meyuhas
Audio Assistant: Peter Lapinski Executive Producer: Susie Boyajan
