“Witness Greatness” is a goosebump-inducing spoken word tribute to the K Dot hit “Alright,” promoting the 58th Annual Grammy Awards.

In the emotive spot, wide, panning shots of Compton are intercut with close-ups of locals spitting Lamar’s rhymes over isolated horns from the Grammy-nominated track. Residents recite the song’s lyrics which begin with “Alls my life I had to fight,” before the hometown hero himself arrives to rally alongside them. By the short film’s end, “we gon’ be alright” has morphed into an uplifting salute to the city and its heart.

Jogger did conform and cleanup work on the video, removing signs in all the city shots, removing camera gear and audio equipment, and making the crowd of people appear more dense. There were a number of edit variations so we worked closely with editorial and creatives to get this done in time.

The campaign ends by affirming that wherever greatness begins, it ends up at The Grammys. Certainly speaking truth to Kendrick, whose To Pimp A Butterfly track in question was nominated for Song of the Year, Best Rap Song, Best Music Video and Best Rap Performance.