THE GRAMMYS
Behind the Record
When physical albums disappeared, so did liner notes, leaving credits in the dark. We brought them back with Behind the Record, a social activation that turned hidden collaborators into front-cover stars. The idea was simple: allow artists to create custom album covers that highlighted the names of producers, writers, engineers, and more. The concept went viral, with music’s biggest names making and sharing their Credit Covers on social. It resonated so strongly that Pandora added album credits to its platform, and it’s now a tradition: every year the Recording Academy drops a new version of the activation. I was there for year two.
Clios / Silver / Branded Entertainment & Content
Clios / Silver / Social Media
One Show / Merit / Social Media
Webby Awards / Honoree / Best Influencer Collaboration
How Credit Covers worked
Artists shared their credit covers on Stories
And permanently on their feed
A tribute film featuring excerpts from Grammy acceptance speeches was also part of the campaign
My role: Concept, copy, production
AD/Design: Bruno Regalo
AD: Steph Johnson
CD: Jason Karley