The Latin Recording Academy had historically announced the Latin GRAMMY nominees through a formal - and honestly quite boring - press release. In 2021, we were tasked with transforming this announcement into a dynamic digital show that reflected the prestige of the Latin GRAMMYs. The challenge was to make it happen within the constraints of a limited budget and a complex coordination process for artists and celebrities.
As Creative Director and Scriptwriter, I led the charge in reimagining this announcement. By leveraging Unreal Engine technology, creative storytelling, and strategic production, we delivered groundbreaking virtual events in 2021, 2022 and 2023. The 2023 show reached 4.2 million total viewers and generated 283 million engagements.
MY ROLE
Creative Direction: Developed the overall concept and creative vision for the 2021. 2022 and 2023 shows, ensuring they reflected the prestige and excitement of the Latin GRAMMYs.
Scriptwriting: Wrote the entire script for the 40-minute shows, crafting engaging dialogue for hosts, presenters, and artists. This included balancing the Academy’s formal tone with a fresh and approachable style to appeal to a digital audience.
Scriptwriting: Wrote the entire script for the 40-minute shows, crafting engaging dialogue for hosts, presenters, and artists. This included balancing the Academy’s formal tone with a fresh and approachable style to appeal to a digital audience.
Virtual Production: Using Unreal Engine technology, led editors to create seamless virtual stages, acted as Assistant Director during shoots with artists like Camilo and Nicky Jam, and supervised remote production for international participants.
Design Leadership: Directed a team of designers to create all show graphics, including lower thirds, bumpers, transitions, animated elements, and sponsor graphics ensuring a polished and cohesive visual identity.
Social Media Assets: Created a set of assets for the Latin Recording Academy to use across social media platforms, generating excitement before the show and extending its impact afterward.
Check out the 2022 and 2023 shows below!
