Anti-Diary

Finally, we put Samsung at the center of culture with ANTIdiaRy. An episodic, multi-platform journey that takes fans deep into the psyche of a cultural icon and revolutionary artist. At the center of the experience was a mobile virtual reality site that let fans explore Rihanna's world. The story unfolded across TV, mobile, OOH, social, and physical "Sleep No More" events, with new clues, characters and mysteries at every turn.

As a result Rihanna’s album went platinum faster than any album in history. Not to mention big awards at Cannes, One Show and D&AD.