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 superfans 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.

For '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.

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.

A simple story told through the lens of a jewel itself, the film finds its rhythm and synergy in the diegetic space of a jeweler’s craft. We enter the depth of ASAP Eva’s work in a series of refracted moments, where the jeweler’s table, the environment of NYC, and elements of Rihanna’s song all intertwine into a kaleidoscopic expression of a humble, tireless artist. A piece of film form, the spot is an exploration of the language of a master’s craft.

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.