The Grammys x IBM 2020 30' TV Spot, Social tiles, and Landing Page Experience
Sponsorship Campaign
In 2020, I led the creative and media execution behind IBM’s partnership with the Grammys — a campaign that introduced AI-powered technology to one of the world’s most visible stages. My role spanned product collaboration, brand storytelling, talent management, and integrated media strategy.
Working closely with IBM’s product teams, I helped define how the AI would function in the Grammys’ red carpet experience and translated that into a story the audience could understand and care about. I developed the branding, tone, and visual identity for the tech, then authored the creative brief for a 30-second broadcast TV spot aired live during the event.
I cast and directed the influencer talent — Keltie Knight — ensuring she could speak credibly and authentically about the technology on-air. I also led the landing page experience end-to-end, working with designers, developers, and writers to deliver a seamless digital extension of the campaign.
The result: a cross-platform experience that connected emerging technology to a culturally significant event, generating major engagement spikes on-site and strong brand lift. It was a rare convergence of live media, emerging tech, and creative storytelling — one I was proud to lead from start to finish.
