Photo source: Apple Music
Apple has released a short film summarising Bad Bunny’s Super Bowl halftime show through the perspective of audiences around the world, combining its long-running “Shot on iPhone” platform with one of the most watched music and media events of the year. Instead of the stage itself, the focus is placed on viewers’ emotions and how the performance was experienced globally.
The project involved 23 photographers and cinematographers who used the iPhone 17 Pro to capture fan reactions in 15 cities across 11 time zones. Filming locations ranged from Puerto Rico and San Francisco to Mexico City, São Paulo, Madrid, Seoul, Tokyo and Kampala, presenting the halftime show as a simultaneous global experience.
The spot, created by the in-house team at Apple, uses the track “DtMF (DeBÍ TiRAR MáS FOToS)” as its soundtrack, combining footage of spontaneous audience reactions, home viewing moments and watch parties. The fast-paced edit highlights parallels between different cultures and geographic distances, alluding to shared audience moments connected by a single event.
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At the same time, the content serves as a demonstration of the iPhone 17 Pro’s new production capabilities. The device includes three 48 MP rear cameras, extended optical zoom, a front-facing camera optimised for subject tracking, and professional video tools such as ProRes RAW, Apple Log 2 and genlock. A simultaneous front-and-rear recording feature further emphasises its focus on creators and content production.
“The Day the World Danced” was released a few days after the February 8 performance and represents a new chapter in Apple’s “Shot on iPhone” platform, which marked its tenth anniversary last year. The campaign has meanwhile won the Creative Effectiveness Grand Prix at the Cannes Lions festival.
The halftime show itself generated strong global reach. According to NBCU data, the Apple Music Super Bowl halftime show featuring Bad Bunny averaged 128.2 million viewers in the key broadcast window, while total social media consumption reached four billion views within the first 24 hours, a 137 percent increase year over year according to Ripple Analytics.
Apple Music has been the official sponsor of the Super Bowl halftime show since 2023, and the project further confirms the company’s strategy of combining its technological ecosystem, culture and global entertainment to expand the reach of its brand narrative.
