This short film celebrates Compton, the city that inspired 2016 GRAMMY-winner Kendrick Lamar, and helped make him the artist he is today.

At a time when #BlackLivesMatter and #OscarsSoWhite were trending simultaneously, The GRAMMYs needed to attract new viewership and prove to a younger demographic that, at its core, the institution was still about the power of music.

Enter #WitnessGreatness. My then-partner Brandy Cole and I concepted this campaign to honor music’s ability to lift us out of the most challenging of circumstances. And to remind viewers that—regardless of where greatness may begin—it ends up on The GRAMMYS.

Kendrick Lamar has always been outspoken about his responsibility as an artist to use his talent for good. That year, he had been nominated to a record-breaking 11 Grammy Awards, and his song Alright had become a de facto anthem for the #BlackLivesMatter movement. He was the only one who could carry this message.

We went back to Compton, where it all began, and put Kendrick's lyrics in the voices of the community that inspired him, casting people Kendrick grew up with and even some locals off the street. Director Matt Baron worked with an agile crew of no more than 5 people, and we covered all the shots in one day.

With zero paid media, the film earned 197 million impressions, and even a nod from DeRay McKesson, one of the founders of the #BlackLivesMatter movement. 

Director: Matt Baron

ACDs: Carmen Love + Brandy Cole

Grand Clio 2016
Gold Clio 2016
Bronze Clio 2016
D&AD Yellow Pencil 2016
Cannes Lion Bronze 2016
One Show Merit 2016
Shortlist Cannes 2016 (6 categories)