Made Rihanna's album the fastest to go platinum in history.
Story↴
Samsung partnered with Rihanna to release her new album, ANTI. They joined forces as cultural disruptors to reimagine the way fans experience an album launch. We collaborated with Sleep No More and Yoann Lemoine to create an episodic journey of Rihanna’s life, from an innocent child in Barbados to a powerful pop queen.
Numbers↴
Fastest album in history to go platinum (14 hours)
13 million streams in its first 24 hours
3.4 billion impressions
9.5 million engagements
#ANTIdiaRy trended globally on Twitter
Mobile sales generated Samsung’s best quarter in over 2 years
Awards↴
2016 Cannes Lions — Bronze / Promo & Activation
2016 Cannes Lions — Bronze / Cyber, Influencer
2016 Cannes Lions — Bronze / Cyber, Community
2016 Cannes Lions — Shortlist / Cyber, Video
2016 Cannes Lions — Shortlist / Promo & Activation
2016 Cannes Lions — Shortlist / Mobile
2016 Cannes Lions — Shortlist / Entertainment
2016 LIA — Gold / Design, Branded Content
2016 LIA — Bronze / Branded Entertainment, VR
2016 Clio Awards — Silver / Integrated Campaign
2016 Clio Awards — Bronze / Digital Mobile in Music
2016 Clio Awards — Shortlist / Partnerships
2016 Digiday Awards / Best in Show
2016 Digiday Awards / Best Creative
2017 D&AD — Graphite Pencil / Digital Brand Expression
2017 D&AD — Graphite Pencil / Branded Content
2017 OneShow — Gold / Mobile Gaming
2017 OneShow — Merit / Digital Design
2017 OneShow — Merit / Mobile
TV
Online Films
Mobile VR Experience
OOH
Agency: R/GA New York
Role: Creative Director/Art Director
Production: Iconoclast
Directors: Yoanne Lemoine & Brett Foraker
Photography: Dennis Leupold, Jim Fiscus
Set Design: Willo Perron
Experiential Partners: Punch Drunk/Sleep No More