Siavosh Zabeti is a multi-cultural Creative Director who leads big, beautiful, global brand campaigns. Since 2022, he has overseen all creative output for the Apple Music Super Bowl Halftime Show, spanning live event, broadcast, advertising, retail, social, and more. Working alongside our artists Rihanna, Usher, Kendrick Lamar, and Bad Bunny.

Persian, born in Paris, raised in Germany, and fluent in four languages, he has been bringing his love of art and storytelling to every medium since 2006: award-winning global TV campaigns, innovative installations, interactive films, a full-scale video game for Nintendo’s Wii, even artwork made from DNA. Whatever the format, the work serves one purpose: solving a problem and expressing an idea.

He came up through agencies around the world, including Wieden+Kennedy Amsterdam and São Paulo, DDB Paris, BBDO New York, and Saatchi Stockholm, before joining Apple in 2014 to launch products. Along the way he’s learned to thrive where the bar is highest. He leads with empathy and has a knack for spotting and nurturing fresh talent.

His work has been exhibited at the FILE Electronic Arts Festival in São Paulo (Attraction, Interactive Anime), the Gaîté Lyrique in Paris (Visions of 2062), and MoMA (as part of the AICP Awards).

Siavosh treats every project like going back to school, and every collaborator like a new teacher. A few he’s learned from:

Teenage Engineering (Tropicana, SNCF)
Koji Morimoto (Attraction)
David Fincher (Apple Watch)
Jonathan Glazer (Apple Watch)
Dougal Wilson (iPhone)
Kim Gehrig (Rihanna, Usher)
Megaforce (Apple Watch)
Daniel Wolfe (Powertape, Apple Music)
Alex Prager (iPhone)
Nabil (Apple Watch)
Daniel Askill (Apple Watch)
Canada (iPhone)
Pleix (SNCF)
B-Reel (Wrigley’s Airwaves)
Unit9 (Attraction)