All Our Sound: Celebrating 50 Years of the JUNO Awards

Overview

All Our Sound is a branded video spot celebrating the 50th Anniversary of the JUNO Awards and the profound impact of music on our lives. Narrated by JUNO and Grammy winner Alessia Cara, the video combined archival footage from 50 years of JUNO history with a powerful script to honour Canadian talent and inspire music lovers nationwide. Originally conceived as a hype reel for the 2021 JUNO Award nominee announcement, it became a standout piece, airing during the televised broadcast on CBC and featured in CBC’s 2022 Upfronts to engage brands and partners.

Challenge

Producing a project of this scale during the COVID-19 pandemic posed significant challenges, including:

• Ensuring crew safety with rigorous testing and protocols.
• Managing tight timelines while adapting to evolving health guidelines.
• Navigating higher production costs due to pandemic-related constraints.

Additionally, the piece needed to simultaneously celebrate the JUNOs’ legacy while resonating with an at-home audience that was restless, emotional, and grappling with the daily realities of a global pandemic. The challenge was to provide a moment of hope, connection, and pride during an unprecedented time.

Solution

As Executive Producer, I led a crew of over 50 people, collaborating with the director and writer to develop a compelling pitch and script. My responsibilities included:

• Overseeing all stages of production, from planning to post-production.
• Coordinating the archival curation of key JUNO moments to highlight Canadian talent over five decades.
• Strategizing the release to align with the 2021 JUNO nominee announcement and leveraging it as a centrepiece for our golden jubilee celebration.

Despite the challenges, the production team successfully executed a visually stunning, emotionally resonant piece that provided audiences with a sense of pride and connection during a difficult time.

Outcome

All Our Sound achieved remarkable success, becoming the most memorable branded content in CARAS and JUNO Awards history:

• Television Broadcast: Aired during the 2021 JUNO Awards broadcast on CBC, setting the tone for the evening’s celebration.
• Brand Engagement: Featured in CBC’s 2022 Upfronts, captivating prospective brand partners.
• Evergreen Value: Evolved into an enduring piece that continues to inspire music lovers across Canada, even after the 50th-anniversary celebration.