The Recording Academy Film, Outdoor, Digital, DM Play the City by TBWA\Chiat\Day Los Angeles

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Play the City

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Industry Shows, Events & Festivals, Taxi
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Direct marketing
Market United States
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer Renato Fernandez
Executive Creative Director Linda Knight
Creative Director Jason Karley, Ben Priddy
Art Director Nomi Malik
Senior Art Director Marco Monteiro
Copywriter Ryan Siepert
Senior Copywriter Armando Samuels
Production Tool Of North America
Director Phillip Montgomery
Released January 2018


One Show 2018
Interactive Innovation in Interactive / Experiential Gold
Interactive Experiential / Digital Installations Silver
Responsive Environments Use of Technology / Augmented Reality (AR) Bronze

Credits & Description

Category: Recreation, Leisure
Media: Experiential
Brand: The Recording Academy
Agency: TBWA
Geo: United States
Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Chief Creative Officer: Renato Fernandez
Executive Creative Director: Linda Knight
Creative Director: Jason Karley
Art Director: Nomi Malik
Copywriter: Ryan Siepert
Senior Art Director: Marco Monteiro
Senior Copywriter: Armando Samuels
Executive Director of Production: Brian O'Rourke
Executive Producer: Anh-Thu Le
Associate Producer: Erika Buder
Brand Director: Pamela Lloyd
Brand Manager: Caroline Hanley
Director of Business Affairs: Robin Rossi
Senior Business Affairs Manager: Mimi Hirsch
Business Affairs Manager: Matt Griffin
Chief Strategic Officer: Neil Barrie
Brand Strategist: Jeremy Schumann
Junior Planner: Aeden Keffelew
Production Company: Tool of North America
Director: Phillip Montgomery
Managing Partners: Oliver Fuselier, Dustin Callif
Executive Producer, Integrated: Joshua Greenberg
Executive Producer, Innovation: Adam Baskin
Creative Director: Ben Priddy
Creative Technologies: nocomputer
Head of Production, Live Action: Ian Falvey
Head of Production, Innovation: Michael Bucchino
Senior Producer, Experiential: Matt Kahn
Producers, Live Action: Jason Manz, Naomi Wells
Innovation Production Supervisor: Joaquin Gonzalez
DoP: Ed David
Composer: Eddie Alonso
Fabricator: White Walls Fabrication
Editorial: Rock Paper Scissors
Editor: David Brodie
Assistant Editor: Patrick Tuck
Producer: Dina Ciccotello
Head of Production: Shada Shariatzadeh
Executive Producer: Raná Martin
Managing Directors: Linda Carlson, 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
Published: January 2018
To celebrate the 60th GRAMMYs returning to New York we transformed New York City into a musical instrument that was “played” by a special Uber outfitted with sophisticated AI and Augmented Reality. Passengers watched from the backseat as a unique song was created in real-time for each ride, based on objects and people outside the window, as they drove through the city.
Play the City relied on sophisticated Artificial Intelligence and Augmented Reality to turn objects outside the window of an Uber in New York City into music. Raw data from the world outside was processed by two supercomputers in the trunk, then displayed on the window/screen and played through the car’s speakers in real time. Riders watched in awe as their otherwise mundane and boring commute was brought to life by the GRAMMYs with music.

Entry Summary
The most prestigious music award show, The GRAMMYs, has taken place in Los Angeles, California for the past 15 years. However, for their 60th anniversary they decided to return to New York City. To celebrate we wanted to do something big with NY as our canvas.. An event that would be loved by New Yorkers lucky enough to experience it yet appreciated by any music fan. So we turned the streets of NYC into a musical instrument that’s played by a special GRAMMYs Uber.

Brief Explanation
To celebrate returning to New York for their 60th anniversary, The GRAMMYs transformed the streets NYC into an augmented reality musical instrument. We outfitted an Uber with sophisticated AI, cameras, and an AR screen to create a unique song for each rider, triggered by the objects and people the car passed on each route. Riders watched from the backseat as a custom song was composed live before their eyes.