Show the origins of greatness in a documentary-style film bringing 7-time GRAMMY Award winner, Kendrick Lamar, back to his hometown of Compton to celebrate the community that inspired him to become the artist he is today.

We traveled around Compton capturing real residents, some of which were childhood friends or mentors of his, speaking the lyrics to “Alright," a powerful, positive song about struggle and survival that speaks to not just Kendrick's own experience but black people everywhere, culminating with the chorus "we gon’ be alright."

The shoot ended with a surprise appearance from Kendrick Lamar, performing the song live in front of the community that admires, loves, and continues to support him.

We had only one full shoot day to capture real residents spread across Compton before ending the day on a live, surprise performance by Kendrick Lamar in front of hundreds of unsuspecting people.

The film was launched online strategically during a usual lull of GRAMMYs attention and chatter (the weeks in between nominee announcements and the actual show), creating enormous buzz in social media and the mainstream press.

We struck a chord with people and the reaction was overwhelmingly positive, with fans and media passionately praising the GRAMMYs for telling such a compelling and relevant story. With no paid media behind the video, it garnered over 77k mentions, more than 1.3 million views and over 1000 news articles in prestigious publications like the NYTimes, Billboard and Washington Post. But most telling was the narrative praising GRAMMYs for embracing diversity and calling out “the gulf that separates GRAMMYs and Oscars when it comes to inclusiveness” - LA Times.