We were given both the unique challenge of launching Apple Music’s first-ever Super Bowl Halftime Show partnership, and the opportunity to celebrate one of the most anticipated moments in music history: the return of Rihanna.

We started by creating a series of films inspired by her most iconic hits that also spoke uniquely to her ultra-diverse fanbase.

From NFL super-fans to Rihanna’s hometown community, each film was inspired by a different part of her fanbase, and a different iconic track. Full of easter-eggs and throwbacks, the films were designed to delight both her long-time fans and new ones alike.

The films caught fire across YouTube, TikTok and Instagram, and were collectively viewed over 220 million times in the lead up to the Super Bowl. To cap it off, our first Apple Music Halftime Show was the second most-watched US TV broadcast of all time.

We created a series of films inspired by Rihanna’s most iconic hits using real life fans. Each film interpreted a song in a way that felt true to both Rihanna and Apple Music as a brand, preparing her fans for the biggest music event of the year.

The first film in the series, ‘Stay,’ united NFL fans from all 32 teams for the largest Rihanna collaboration in history.

For the second film, 'Diamonds,' we commissioned hip-hop's go-to jeweler, A$AP Eva of NYC's Popular Jewelry, to create three custom, Rihanna-inspired diamond pendants.

The third film, 'Pose', featured New York ballroom's icons and legends, coming together to celebrate Rihanna's allyship with the ball of a lifetime.

Our final film, ‘Run This Town,’ is a love letter to Rihanna and her journey - in which every element was selected to be true and authentic to her path to stardom.

Rihanna is a global icon and hugely influential creative force. Throughout her career, her presence has touched countless people around the world. We created a campaign to pay homage to her influence. Instead of creating just one trailer, we set out to create an ongoing campaign that tapped into her diverse fanbase and spoke to her unique influence on so many communities. What started with a internet-breaking teaser was followed by a series of films that helped fans to feel represented and connected to Rihanna in a unique way. Each one told a story of Rihanna’s incredible impact on the lives of her fans everywhere.

For ‘Stay’ we wanted to capture the emotional rollercoaster of NFL fandom. After scouring through hundreds of submissions, our final cast reflected a diverse, inclusive, and more vulnerable side of the league’s fanbase.

For, ‘Diamonds,’ we highlighted the meticulous craft that went into making the pieces, while also spotlighting a self-made and community respected Chinese immigrant in culture— parallel to Rihanna's own immigrant roots.

For ‘Pose’ we consulted with Rihanna's friend, hairstylist and Miyake-Mugler House Father, Yusef Williams, to cast and style our core talent. Each wore outfits inspired by Rihanna's most iconic looks, from her biggest music videos to iconic Met Gala gowns.

For ‘Run This Town’ we travelled to Barbados and casted neighborhood locals, including Rihanna’s childhood neighbor, Dawn. We placed Easter eggs throughout the film to excite fans. And with the help of local children, we even created a new emotional rendition of the song.

* 9% bump in brand awareness for Apple Music across full US population

* 170M+ organic views

* 30M+ engagements

* 448M view overall

* Promotion culminated in the 2nd most-watched TV moment ever measured