This year's edition of the Apple Music Halftime show presented an explosive combination of artist and location. First, Usher. One of the greatest performers alive. A born entertainer with 8 Grammys and 19 Top Ten singles under his belt – including the biggest party anthems, sultry ballads and all time R&B classics of the past 3 decades. And Vegas. The world's most outrageous city. A place of excess, where anything can happen — this promised one of the wildest shows in the history of the Super Bowl. To get people excited, our team wanted to create a campaign that reflected what the show was going to feel and sound like. A rollercoaster ride filled with back-to-back hits and the energy of Usher's Las Vegas residency while also paying homage to Usher's roots and the Atlanta culture he represents. We also wanted to remind the world of Usher's 30-years-long career and of his incredible catalog, filled with countless hits. Clearly, a 30 second trailer wouldn't cut it. Inspired by Usher and by Vegas itself, we created a seven-minute long short film where Usher goes missing, only days before the big day. The film was entirely structured around Usher's music, and featured 14 of his greatest tracks, all woven together into one single, epic narrative. Launching on the respective social channels of each one of the celebrities featured in the film, as well as NFL and ROC Nation, this genre-bending film took over social media across Instagram, TikTok, X, Facebook, and YouTube. Additionally, the film was picked up by morning broadcasts worldwide and major press outlets such as the New York Times, Los Angeles Times, TIME, CNN, USA Today, Billboard, Rolling Stone Magazine, VOGUE, GQ, Pitchfork, Complex and more.