In anticipation of Rihanna's eighth studio album, ANTI, Samsung partnered with Rihanna to create ANTIDiary — an ambitious eight-chapter storytelling platform that reimagined the traditional album launch. Through a combination of film, immersive digital experiences, real-world activations, and social content, fans were invited to explore key moments in Rihanna's evolution from emerging artist to global icon.

The campaign spanned eight cinematic short films, a mobile-first VR experience, experiential installations, and an integrated social rollout. Each week, fans unlocked a new chapter through their Samsung devices, culminating in exclusive access to stream ANTI before its wider release.

The campaign became a cultural phenomenon, helping propel ANTI to become the fastest album in history to achieve Platinum certification.

As Lead Art Director, I helped shape the creative vision across every touchpoint of the campaign. I led visual development for the films, digital experiences, and experiential activations while collaborating closely on concept development, scriptwriting, production, and post-production. From early creative strategy through final execution, I worked across disciplines to ensure a cohesive narrative experience that connected fans to Rihanna's story in a deeply immersive way.

MY ROLE: Lead Art Director

RESPONSIBILITIES: Creative Direction, Art Direction, Film Production, Experiential Design, Digital Experience, Campaign Development

AGENCY: 72andSunny

AWARDS: 3 Cannes Lions