Super Bowl XLVII was full of grandeur and spectacle, but few game highlights could compare to Beyoncé’s show-stopping halftime performance, a full-fledged extravaganza backed by staggering visuals from hybrid creative shop ThinkBreatheLive (TBL). The instantly iconic 2013 production follows previous collaborations between Beyoncé and TBL, including the artist’s unforgettable stage show at the 2011 Billboard Music Awards, and an epic four-night 2012 Memorial Day weekend concert in Atlantic City.
The Super Bowl halftime show stage included an LED floor that displayed TBL-crafted graphics with which Beyoncé interacted. During “Baby Boy,” the floor LED rose to form a backdrop featuring clones of Beyoncé, enabling the songstress to perform with herself. TBL Creative Director/Editor Andy Jennison explained, “Beyoncé wanted to create an interactive graphic experience marrying lights, choreography and video content. Similar to her Billboard Awards performance, she wanted to create the illusion of more than one Beyoncé on the stage. We worked very closely with her to achieve this vision both tastefully and effectively.”
As on previous TBL/Beyoncé projects, the performer was directly involved throughout the creative process. The TBL team flew down to New Orleans weeks prior to the show, consulting with Beyoncé’s Creative Director Ed Burke, perennial Super Bowl halftime producers Touchdown Entertainment, and Beyoncé herself to perfect every element of the animated backdrop.
“Beyoncé had a tremendous creative responsibility to pull off an amazing Super Bowl show for millions of people, and it was a joy to be a part of that,” stated Jennison, whose team included VFX Artist Ian Mayer, Compositor Adam Yost and Assistant Editor Taylor Landesman. “Beyoncé’s personal involvement throughout the creative and production process is a validation of both her professionalism and her faith in TBL.”
Preparation for the performance was a demanding process with all parties involved working at breakneck speed to deliver a flawless show in the limited timeframe. The previously developed rapport between Beyoncé and the TBL team made concepting and experimenting with different ideas a breeze.
“At this point in our relationship, Beyoncé knows that we get her – we understand what she likes, and there is a mutual respect,” noted TBL Managing Director/Executive Producer Kenny Pedini. “It’s our job to deliver extremely high-end content and to make Beyoncé look good. After all, this is the Super Bowl and Beyoncé – two of the biggest names in entertainment. To say it is an honor to have been invited to work on this project is an understatement. The only thing that could possibly have made this moment any better would be if the Giants had played in the game.”
Creative Agency: ThinkBreatheLive
Creative Director/Editor: Andy Jennison
Managing Director/Executive Producer: Kenny Pedini
VFX Artist: Ian Mayer
Compositor: Adam Yost
Assistant Editor: Taylor Landesman
From an unassuming film editing studio launched by a trio of ad community veterans in a three-room warehouse in 2001, Breathe has evolved into ThinkBreatheLive — an innovative hybrid, capable of creative direction, content creation, execution, editorial, design, animation and supervision, all set amid a rambling space that is stocked with musical instruments and often hosts jam sessions and sushi parties. Special projects – including video screen content for a live Beyoncé performance at the Billboard Music Awards and Roger Waters’ Dark Side of the Moon and The Wall tours – highlight ThinkBreatheLive’s portfolio, which also includes efforts for leading advertising agencies BBDO, Merkley, MRM, Draftfcb, Saatchi & Saatchi, Grey Worldwide, Della Femina, Wishbone and Arnold NY; collaborations with talent from a variety of industries, including Petra Nemkova, Michael Imperioli and Dave Brubeck; documentaries about Miles Davis, James Brown, the Apollo Theater and Happy Hearts Fund; and PSAs on anti-smoking, gun control, tolerance and drug abuse.