For Rihanna’s highly-anticipated new record, ANTI, Samsung partnered with Punchdrunk, 72andSunny and R/GA to reimagine the way fans experience an album launch by taking people on a journey through the pop queen’s psyche. The ANTIdiaRy story was told over 8 episodes each representing a different phase in Rihanna’s rise from an innocent girl in Barbados to a powerful artist capable of creating ANTI. Each episode corresponded to a virtual room that people could experience through their mobile device. R/GA created 8 additional episodes that dove even deeper into the different phases and characters in this other world. It was fun to shoot this darker world with Lynch- type undertones and characters.
The production included 8 different sets for each episode built over two sound stages at the Sony lot in Culver City, CA. Multiple teams captured video, photography and 360 footage to create this cross-platform experience.
Credits
Client: Samsung Mobile x Rihanna
Concept: Punchdrunk International
Agency: R/GA
ECD: Trevor Eld
Creative Directors: Qian Qian and Tristain Kincaid