Apple Music Super Bowl LX Halftime Show Art Direction
——
——
——
I was a lead Art Director for the design identity of Bad Bunny’s performance at the Super Bowl LX Halftime Show with Apple Music. The scope included the announce teaser, trailer, core design system, press conference graphics, and the show’s intro and outro.
The visual language drew from Puerto Rican vernacular graphics and hand painted typography, embracing texture, asymmetry, and visible imperfection. Rather than applying a polished Apple aesthetic, we broke away from the expected and built a system that preserved the tactility and density of street signage at scale.
The identity functioned as a modular, audio reactive framework. Typography, patterns, and motion behaviors were designed to respond directly to rhythm and amplitude, allowing the system to flex across campaign, broadcast, and live show environments.
Client: Apple Music
—
CD: Siavosh Zabeti, JC Abbruzzi, Serge Kirsanov
—
Art Direction: Jason Forrest Hogg, Chi Hong, Patty Toner, Goran Krstic, Ash Mendez
—
Production: Marcom, Buck, Brand New School
——
——
——
Halftime Show Intro
The intro of the show was made to be a portal form the streets of San Juan to the stage in San Francisco.
The show intro opens in a street scene in San Juan, Puerto Rico. Domino players gather at a table while a young girl dances nearby. A mural fills the wall behind them, layering iconic elements of Puerto Rican culture around the Apple Music logo.
As the camera moves closer, the mural animates and the painted surface begins to shift. The frame pushes through the Apple logo, which transforms into a saturated, painterly tunnel of color and texture. Traveling through this space, the abstraction gives way to the live show environment, revealing the opening tableau: a worker standing in a sugarcane field, introducing the first chapter of the performance.
"Baile Mundo" Trailer
"On February 8th, the world will dance." The trailer promoting Bad Bunny live at the Super Bowl LX Apple Music Halftime Show.
The trailer opens with Bad Bunny pressing play on a track from his iPhone. As the music starts, the environment expands and people begin to appear around him. Strangers become participants, building into a shared, kinetic moment.
The concept positioned the performance as global in scope. Casting and choreography were designed to suggest a cross-cultural gathering rather than a singular stage moment. The campaign line, “The World Will Dance,” framed the piece as an invitation, extending the performance beyond the stadium to a global audience.
The visual system carried through from the identity, allowing graphic elements and typography to integrate naturally within the live action and scale across digital, broadcast, and social.
Hero Logo
Animation of the identity's logo which was inspired by the visual and musical aesthetics of Bad Bunny and Puerto Rico.
The logo was developed as a flexible mark within the broader identity system. The letterforms draw from Puerto Rican sign painting and bodega storefront typography, referencing hand rendered commercial graphics rather than a polished broadcast aesthetic. The weight, spacing, and color relationships were designed to feel immediate and human while remaining bold enough to hold at stadium scale.
In motion, the logo was built to dance. The mark moves as a unified form, shifting, bouncing, and pulsing in response to sound. Timing and easing were choreographed to feel rhythmic rather than elastic, allowing the logo to carry energy without losing clarity. It functions as both a stable identifier and a kinetic graphic element across trailer, broadcast, and live show environments.
Announce
The teaser announcing Bad Bunny as the performer of the halftime show.
The announce teaser opens on a tight close up of Bad Bunny. The frame is intimate and minimal, holding on his expression before any context is revealed.
As the camera slowly dollies back, the environment comes into view. He is seated on a goal post planted in the sand along a beach in Puerto Rico. The piece establishes tone rather than spectacle, grounding the campaign in place and identity before expanding into the larger visual system.
——
——
——
( Hello )
This is the work of designer / director Jason Forrest.
( Contact )
Los Angeles, CA
jason@forresthogg.com