Grammys Awards

Show Package

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Design Challenge

I worked with Teja Hickenbottom to create an opening package for the 68th Grammys Awards. Our approach was to create an energetic and dynamic design and animation to draw in and enhance the viewer experience. From at home or in person, we designed our package to bring a fresh and sophisticated feeling to the event.

In recent years, the Grammys have explored 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 key themes outlined in the brief like, sophistication, energy, and dynamism, ensuring our design and animation felt both fresh and intentional.

Research

The Grammy Awards, or Grammys, are a big yearly event that celebrates the best in music. Run by the Recording Academy, they give awards to singers, songwriters, and music makers in many styles. The first show was in 1959, and it has become one of the most important music awards. Winning a Grammy is a major achievement for any artist.

Concepts

Music is expression and it is a connection for people from all over to find a commonality.

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 McMahon

BEATS

Concept 02 designed by Teja Hickenbottom

Storyboards

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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 the main focus, which is the speaker. Two 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

Package Animations

Album of the Year Animation by Hailey McMahon and 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 and package by Teja Hickenbottom

For our revision, we enhanced the logo’s movement by intensifying the ripple effect. We also added a subtle shine and glow to highlight its significance and scale.

Final Pass

Lower Third by Teja Hickenbottom

We implemented our notes from critique and exaggerated the movement of the circle by adding a graphic ripple motif.

Lower Third by Teja Hickenbottom

First Pass

Final Pass

Our 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.

Above, 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.