To celebrate Rihanna’s return at the first-ever Apple Music Super Bowl Halftime Show, we created a film inspired by one of Rihanna’s most iconic hits, “Stay,” in a way that felt true to both Rihanna and Apple Music as a brand.

Driven by the simple, emotional chords of a solo piano, ‘Stay,’ features a stirring rendition of the Rihanna track — performed by a diverse range of the biggest super fans from all 32 NFL teams. Over a dark background with dramatic lighting, we first see Tampa Bay Buccaneers fan, Big Nasty, sing the song’s first line. As the song continues, fans from all teams join in — from Atlanta Falcon’s Birdlady to Kansas City Chiefs’ Weirdwolf. All diverse in clothing, makeup, backgrounds and style, exuding the intense passion of what it means to be a fan, both of the NFL and Rihanna.

For Apple Music’s inagural Super Bowl Halftime show, we set out to make Apple Music feel like a true owner of the moment - not just a traditional brand partner. Our work had to go beyond the standard set by past Super Bowl sponsors. Our challenge was to highlight Apple Music’s natural connection to the year’s biggest moment in music, while ensuring the spotlight remained on Rihanna as she returned to the stage.

In the week leading up to the show, we released a series of films inspired by Rihanna’s most iconic hits. We kicked it off with, ‘Stay’, featuring a stirring rendition of the Rihanna track — performed by 32 fans representing all 32 NFL teams. Through the power of Rihanna’s music, each fan was able to express passion for their own team, showcasing NFL fans in a way they’ve never been seen before.

US Football culture is one-of-a-kind. As one of America’s pastimes, football fans display undeniable love for the sport. That culture is ever present in the NFL, where fans love for their teams is passed down from generation to generation. Every team has their own unique culture and that culture is usually on display through the NFL teams’ notable fans. Eccentric costumes, emphatic chants, and undying enthusiasm — these fans lead the charge for their teams week in and week out. With this film, we wanted to tap into this culture and highlight these iconic fans that bring so much to football culture.