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Samsung X Rihanna / ANTIdiaRy

Samsung wanted to join forces with Rihanna to redefine the way artists and brands collaborate. To make it happen, we collaborated with Rihanna, immersive theatre company Punchdrunk and visionary director Yoann Lemoine to create ANTIdiaRy, an immersive journey through Rihanna’s entire career as an artist. Unlocked through Samsung Galaxy devices, the interactive narrative took the audience on a journey through 8 rooms that represent the eight albums of her career—starting with RiRi’s childhood bedroom in Barbados (“Music of the Sun”) and ending full circle in the ANTIbedroom representing her latest album, “ANTI.” From lush films, to 360 mobile experience to deep clues hidden in social media; every aspect of the journey was inspired by RiRi’s music, lyrics, fashion, music videos, and life events building to the album release. Through this partnership, ANTI became the fastest album to go platinum in history.

Project Roles
Creative Director
Art Direction, Cinematography, Creative Direction, Design, Experiential, Film, Filmmaking, Visual Development
Brand Films, Commercials - Broadcast, Experimental Films, Games - Mobile, Products - Digital, Short Films, Virtual Reality
Project Industries
Advertising, Music, Technology
Samsung X Rihanna / ANTIdiaRy