68TH GRAMMYS AWARD PACKAGE

68TH GRAMMY AWARDS PACKAGE

Design Challenge

Reimagine the 68th GRAMMY Awards with bold, innovative graphics, including a dynamic title sequence and logo, to capture the excitement of music’s biggest night.

Credits

Package design and animators : Juansebastian Hincapie & Jisoo Park Grammy Model : EJ Hassenfratz Sound Design : Kelly Warner

RESEARCH

Software

Cinema 4D

After Effects

GRAMMY AWARDS MARKETING

The GRAMMY Awards, presented by The Recording Academy, honor excellence in music and are known as music’s biggest night. The trophy’s gramophone design reflects its original name, the “Gramophone Awards.” From 2010–2020, marketing styles varied widely, while 2020–2024 saw a more unified look featuring bold colors and creative trophy variations.

CONCEPTS

The Unique Rhythm

The design mixes repetitive geometric shapes with organic waves. The waves are what make Grammy winners special: their totally unique and distinct music style that breaks the pattern and shows off their individual talent.
Grammys Live

Before the GRAMMYs, music was mainly orchestras and operas. Today, concerts are dynamic performances with dance and design. Since music and dancing are never static, the GRAMMYs should reflect that, Using motion to match the beat and color to show the feeling of music.

STORYBOARD

2ND PASS

For our 2nd pass, we animated the lower third and animated the background animation of the stage

We where also given the critique to make the vectorized image more cinematic

1ST PASS

For our first pass, we needed to provide style frames and conceptualize the animation that would go along with it

We where also given the critique to make to make the colors more unified and animate all the style frame.

FINAL PASS

For our Final pass, we took the critique we where given and made the shape language more consistant and make the made the animation for the yellow flow more unified

PACKAGE ANIMATIONS

CATAGORY ANIMATION

The goal was to highlight the category winner using our new design style, while making sure it still looked important and prestigious.

BACKGROUND ANIMATION

The background animation is meant to look elegant and enhance the viewer’s experience while the speaker is on stage. It also follows our new design style to keep everything consistent.

OPENING ANIMATION

The goal was to showcase the Grammy trophy in a way that highlights its importance while using our new design style.

LOWER THRID

The lower third animation is not meant to take attention away from what is happening on screen but give more context while still using our new design language.

TECHNICAL EXECUTION

To make the complex pattern animation easier to manage, I made each section its own comp and then combined them all into the final pattern.

To make the Grammy trophy look more interesting and fit our design style, we blocked out sections of its texture so we could later add patterns.

To make the vector style look more grand to go along with whats expected from the Grammys I used shadows and blurs to give the piece depth.

To add the patterns we had make the patterns into bump map materials and add a color in order to control how they blend onto the trophy.

SONOS AI

SONOS AI IN USE

We used Sonos AI to help us find the right tone and mood for the music in our animation. The AI gave us a good starting track that fit the feeling we wanted. Our sound designer, Kelly, then improved it by adding more variety and better timing, making the music more lively and in sync with the animation.

SOUND DESIGNER

FINAL THOUGHTS

With the combined effort of me and my partner Jisoo, we created a new version of what the Grammys’ 68th marketing could look like. This project helped me get more comfortable working in a production pipeline and taught me how to create a high-quality project in a short amount of time.