Bad Bunny X Apple Music Halftime Show.
What an honor to get to collaborate with Benito and his team on our most epic Halftime Show yet.
As Creative Director, I led the team that is responsible for all our outputs - from the moment we announced Benito all the way to the show and post-show.
A deep scroll below shows some of the touch-points, from film, photo, broadcast design systems, the press conference, the big day, and how we lit up social throughout.
The show was awarded 7 Emmy’s, a Cannes Gold Lion in Film, and won the hearts of 4.175 Billion viewers.
Thanks to Benito’s core principle: the only thing more powerful than hate is love. We took that to heart and united the world with the one thing we can all agree on: Music is Universal.
We announced the news in a way only Apple can. With simplicity and deep cultural insight. Shot in Vega Baja, at the beach where Benito grew up. The film and key visual told the world what they should expect at the Halfitme Show:
Benito will bring Puerto Rico to the Super Bowl.
ANNOUNCE
The announce film broke all records and became our most viewed artist reveal ever with 196 Million views.
Next, we invited the world to dance. Continuing with the theme of music being our universal language, we brought people from all walks of life together to Salsa with Benito. Once more, the internet went nuts.
TRAILER
The trailer became the most liked Super Bowl trailer ever. And garnered 123 Million views.
We then continued to bring Puerto Rico to the world with a robust visual system that took inspiration from classic Bodega signage and plastered the campaign in Puerto Rico Blue.
DESIGN CASE STUDY
A unified Art Direction not only made all our touch-points more cohesive, it also added an opportunity for hundreds of easter eggs and fun for fans.
This came to life in all of our Apple Stores as well as all of Apple’s ecosystem placements.
APPLE STORES AROUND THE WORLD
On Super Bowl Sunday, the world came together to celebrate Bad Bunny. With some extra special help from Lady Gaga and Ricky Martin.
The show became our most watched yet with total online and live views of 4.175 Billion. Watch it here on YouTube.
THE SHOW
4.175 Billion Views. 7 Emmy Awards. And a 700% spike in Bad Bunny listenership on Apple Music.
Finally, we released a recap film called The Day The World Danced. A shot on iPhone piece that was created with fans around the globe. Showing their love for Benito, and singing along to DeBÍ TiRAR MáS FOToS. The theme of the song “I should have taken more photos” fit perfectly with the moment and iPhone.
DEBI TIRAR MAS FOTOS - SHOT ON IPHONE
If you still haven’t seen enough, peep the full campaign case study here: