68th Grammy
Awards Package
Software Used:
Cinema 4D
Redshift
Illustrator
After Effects
Final Mockup by Hailey McMahonDesign Challenge
I worked with Teja Hickenbottom to create an opening package for the 68th Grammy Awards. Our approach was to create an energetic and dynamic design and animation to draw in and enhance the viewer experience, whether at home or in person. We designed our package to bring a fresh and sophisticated feel to the event.
In recent years, the Grammys have embraced bolder visual styles, incorporating vibrant colors, fast-paced animations, and a mix of cool tones with 3D and graphic elements. We closely studied these trends to understand how to differentiate our package, while still aligning with the brief’s key themes of sophistication, energy, and dynamism. Our goal was to ensure that the design and animation felt both fresh and intentional.
Research
The Grammy Awards, or Grammys, is a major annual event that celebrates excellence in music. Organized by the Recording Academy, they honor singers, songwriters, and music creators across various genres. The first ceremony was held in 1959, and the Grammys have since become one of the most prestigious music awards. Winning a Grammy is a significant achievement for any artist.
Concepts
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Music is a universal language, an outlet for expression, and a way for people across the world to connect through shared experience.
The Grammys is not only a way to celebrate those with high achievements, but to come together and recognize the hard work and shared love for music.
With the contrast of the dark background elements and the glow of the strands, we are bringing together two opposing forces; light and dark. -
Why do the Grammys exist?
MUSIC!!! This concept is all about feeling. Movement is to represent the excitement and energy music brings.
Using an abstract approach to bring energy filled movement with sophisticated design.
United in Sound
Concept 01 designed by Hailey McMahonBEATS
Credits:
Design and Animators:
Hailey McMahon & Teja Hickenbottom
Grammy Model: EJ Hassenfratz
Sound Design: Kelly Warner
Concept 02 designed by Teja Hickenbottom
Opening Animation
First Pass Animation by Hailey McMahon Second Pass
In our second animation pass, we introduced a transition to improve overall continuity. However, we still faced the challenge of smoothly transitioning into the final lockup without it feeling too abrupt. Additional feedback included removing the ripple effect on the Grammy and adding a moving hold to the lockup to maintain consistent energy throughout the sequence.
Final Pass
After completing our style frames, we were tasked to include a first pass animation for the opening. There were several issues that needed to be addressed. The edit lacked fluidity by having three separate cuts with no clear connection. To fix this, we needed to create a single shot, showing the build up in one smooth motion.
Second Pass Animation by Hailey McMahon Background Animation
First pass animation by Hailey McMahon First Pass
For the final pass, we explored a new approach where golden strands encircle the stage to draw in the viewer’s focus. We also addressed a key note, ensuring the screen remained visually active throughout the animation, avoiding any moments of black, so the energy and momentum stayed consistent from start to finish.
First Pass
Another part of the package we had to include, was the animated background for the stage. After speaking with our art director, he determined that the movement doesn’t highlight the main focus, which is the speaker. To fix this, he suggested that we change the design to bring the eyes to the center of the stage.
Final pass animation by Hailey McMahon 
Second pass animation by Hailey McMahon Second Pass
For our second pass, we tried a different approach and used the model of the Grammy spinning. It didn’t have much excitement or good eye trace. We decided to move back to our original design with the golden strands, but use a different angle that centers the speaker.
Third Pass
In the third pass, we added a transition into the final lockup using the circle motif, but it felt inconsistent. To fix this, we added a similar transition between the first and second scenes for consistency. We also needed to extend the final frame by half a second and add a transition out of the opening to show how it would air. Finally, we would center the logo and Grammy to make them feel more unified.
Third Pass Animation by Hailey McMahon Package Animations
Album of the Year Animation by Hailey McMahon; Package by Teja Hickenbottom.For the first pass, the feedback focused on amplifying the movement of the ripple and the slam of "Album of the Year." By adding a stronger ease-out as the text shoots forward, followed by a more forceful slam, the animation creates a clearer sense of cause and effect. This not only enhances visual interest but also makes the ripple feel more impactful and intentional.
First Pass
In our initial review of the lower thirds, we were asked to give more emphasis to the name and category. While those adjustments were made, there were still concerns regarding the layering of graphic elements and the overall lack of exaggeration in the movement, which needed further refinement.
Album of the Year Animation by Hailey McMahon; Package by Teja Hickenbottom.For our revision, we enhanced the logo’s movement by intensifying the ripple effect and rotation of the logo. We also added a subtle shine and glow to highlight its significance and scale. At the end, the transition was included to help show how the design would be implemented.
Final Pass
Lower Third by Teja HickenbottomWe incorporated feedback from our critique by exaggerating the circle's movement with a dynamic ripple motif. Additionally, we enlarged the typography and mirrored the motion in the “Album of the Year” logo to match its energy and unify the overall package.
Lower Third by Teja HickenbottomFirst Pass
Final Pass
Technical process used by Hailey McMahonOur overall technical process involved using a Cinema 4D emitter combined with a field force and tracer to create particle strands that emit light. These glowing strands became a key visual element, serving as a dynamic and expressive “character” within the final piece.
Technical process used by Hailey McMahonAbove, we used a ripple effect to texture our backgrounds, which became a key element in shaping our overall motif.
Technical Execution
AI USE
We aimed to incorporate AI into our project in a thoughtful way, without relying on it entirely for creative direction. To do this, we collaborated with an audio engineer and used Suno, an AI music generator, to explore sound bites based on our prompts. Once we identified the tonal quality we were looking for, it became easier to break down our own music into sections that aligned with the AI-generated references. While we didn’t use AI-generated music directly in the final piece, it played a valuable role in shaping the direction and feel of our soundtrack.
FINAL DELIVERABLES
Final deliverables by Hailey McMahon and Teja HickenbottomFinal Opening Sequence by Hailey McMahonCheck out Teja Hickenbottom's case study at https://www.tejahickenbottom.com/copy-of-furture-proof