Creative Direction

Rihanna x Samsung: ANTIdiaRy


ANTIdiaRy is an episodic, multi-platform journey that takes fans deep into the psyche of a cultural icon and revolutionary artist. At the center of the experience was a mobile virtual reality site that let fans explore Rihanna's world. The story unfolded across TV, mobile, OOH, social, and physical "Sleep No More" events, with new clues, codes, characters, and mysteries at every turn.

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, Virtual Reality
2017 D&AD — Graphite Pencil / Branding / Digital Brand Expression
2017 D&AD — Graphite Pencil / Branded Content & Entertainment
2017 OneShow — GOLD / Mobile Gaming
2017 OneShow — Merit / Design Digital
2017 OneShow — Merit / Mobile





Films throughout the mobile experience revealed the backstories of a cryptic cast of characters.

Directors: Brett Foraker & Yoann Lemon
Production: ICONOCLAST
Agency: R/GA New York
Partners: 72andSunny & PunchDrunk
Photography: Jim Fiscus & Dennis Leupold

Mobile VR Experience