The first Spanish-speaking Halftime Show artist sparked a national debate over who belonged on America's biggest stage. We met this tension directly with a body of work that framed music as a universal language. The integrated campaign spanned TV, social, platform content, retail, events, merch, and even wove into the show itself.
Campaign Case Study
Halftime Show Trailer - Most viewed Super Bowl trailer with 123M views.
Shot on iPhone Film
Design Identity
Artist Announcement
Film - Merging NFL iconography with the beaches of Bad Bunny’s hometown, this film went on to become the most viewed, engaged Apple post ever with 196M views.
Key Art
