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.

From shoot to launch, we had 24 days of production for ‘Stay.’

We approached the film more like a music video than an everyday commercial. Using dramatic lighting and a simple background, we were able to highlight each of the individual fans and their unique looks. The fans’ outfits and make up were their own, ensuring the authenticity of each fan and the team they love.

The film was then shared on social as a partnership post with the NFL and their 27M+ followers. The film was also posted and shared across various social platforms including Instagram, TikTok, and Twitter.