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SBLX Announcement for Bad Bunny
September 2025

In the fourth year of Apple Music’s NFL partnership, Bad Bunny was announced as the Super Bowl LX Halftime headliner... the first artist to perform entirely in Spanish.  A historic and intentionally provocative choice, it entered a cultural moment where identity, language, and representation in the U.S. are deeply charged.
The film embraced this tension, celebrating Bad Bunny bringing Puerto Rico to the world stage on hisown terms. Shot in Vega Baja, his hometown, it grounded the announcement in authenticity; most notably with Bad Bunny seated on a goalpost, merging Puerto Rican identity with NFL iconography. 

For Latino audiences, it signaled cultural validation at the highest level, while reinforcing Apple Music’s commitment to amplifying global voices.
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Design Team:

Ash Mendez
Serge K.
Patty Toner
Jason Hogg

Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Ash Mendez
Serge K.
Ruth Bellotti
Alex Romans
Director: Alfred Marroquín
Production: Somesuch
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