Creative Process
We talk to the production designer behind Bad Bunny’s epic performance last Sunday, and discover why authenticity and collaboration lie at the heart of its success
The Super Bowl is the most-watched event broadcast on US television – and the halftime show, a tightly compressed 15 minutes of spectacle, has become just as culturally significant as the sport. Now streamed globally and aired across international networks, its audience stretches far beyond the stadium.
This year, Bad Bunny (aka Benito Antonio Martínez Ocasio) took to the stage and made history as the first artist to perform entirely in Spanish during a Super Bowl halftime show. Watched by more than 128 million people, the performance unfolded as a love letter to Puerto Rico, rich in symbolism, memory and place.
Designed as a fully immersive experience, the show required months of planning, microscopic timing and constant dialogue. Production designer Julio Himede, founder of Yellow Studio, was central to shaping its visual world. Here, he reflects on the logistical complexity behind the performance, and what this approach might signal for the future of large-scale storytelling.
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