The whole campaign was created as a celebration of Rihanna’s music and her legacy. Targeting fans of her music from every part of the globe, we treated each film like a visual mixtape and brought each one to life in an original and memorable way as they were released in the lead up to the half time show to get fans excited.

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.

Rihanna is a global icon and an hugely influential creative force. Throughout her career, her presence has touched countless people around the world. We created Rihanna Week to pay homage to that influence. Instead of creating one trailer, we set out to create a number of films that tapped into her diverse fanbase and spoke to her unique influence on so many communities. Each day of the week leading up to the Super Bowl, we wanted a different fan community to feel represented and connected to Rihanna in a unique way. Each film told a story of Rihanna’s massive impact on the the lives of her fans everywhere.

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.

From shoot to launch, we had 30 days for production.

For ‘Stay’ we scoured 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 custom Rihanna pendants.

For ‘Pose’ we consulted with Rihanna's friend, hairstylist and Miyake-Mugler House Father, Yusef Williams, to cast and style our core talent, inspired by Rihanna's most iconic looks.

For ‘Run This Town’ we travelled to Barbados and casted neighborhood locals, placed Easter eggs throughout the film, and also created a new emotional rendition of the song.

Each film was shared on Instagram as a partnership post—‘Stay’ with the NFL, ‘Diamonds’ with Popular Jewelry, ‘Pose’ with Yusef Williams, and ‘Run This Town’ with Rihanna, combining for a total of 173.5M followers. The films were also posted across various social platforms including TikTok and Twitter.

Rihanna Week was an all out effort to that brought together the Super Bowl, Rihanna and Apple Music to create a memorable moment in culture. With over 448M views overall, this collective work created an undeniable conversation in culture that increased Apple Music’s brand awareness.

* 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

After seven years away from the stage, Rihanna made her triumphant return to the Apple Music Super Bowl Halftime Show. While the Super Bowl is one of the most viewed and celebrated game events in the US, the added excitement of Rihanna’s comeback performance made this halftime show one of the most highly anticipated global music events in of the last decade.