* Condense a 30 year career into 1 single communication

* Remind people of Usher’s catalog, including all the hits they may have forgotten

* Tease what the Halftime Show would feel and sound like by bringing the energy of his Vegas residency

* Pay homage to his Atlanta roots and the culture he represents

* Hint at guest appearances

In an homage to some of the most iconic Vegas movies of the past decades, we created an epic short film, structured around Usher’s disappearance, entirely scored to 30 years of his music. This single narrative approach allowed our team to feature 14 of his biggest hits, his closest collaborators and friends as well as some of Vegas most iconic characters and landmarks.

Apple Music is sponsor of the Super Bowl Halftime Show, so we approached it like any other major product launch: the Halftime Show is the product, and this year’s performer USHER is the feature to bring it to life. With that in mind, our brief was simple: celebrate USHER’s incredible 30 year career, get music fans excited and get the world to tune into Apple Music Halftime Show.

* 54.8M Impressions

* 40M Total Views

* 1.4M Total Engagements

* Contributed to a +13pp lift in unaided brand awareness since 2022