Moment Factory: The Making Of A Super Bowl Halftime Show

While the Giants’ surprise victory over the Patriots made for an exciting Super Bowl XLVI at Lucas Oil Stadium in Indianapolis, Indiana, Madonna’s half-time show – a spectacle within a spectacle – also provided a thrill for U.S. television viewers, drawing an estimated 114 million faithful, edging out the record-setting 111.3 million NFL fans who tuned into the game alone, not including the nearly 70,000 attendees in the stadium itself. For Moment Factory, the challenge was considerable: Create an enhanced, immersive visual environment around Madonna throughout a 12-minute, five-song performance. With unique concepts designed to evoke the emotions of each individual song, the game-plan was not only to enthrall those in attendance, but also convey the same live energy and excitement for the many millions participating in the televised experience. With the collaboration of Cirque du Soleil’s Michel Laprise and Jean-François Bouchard, set designer Bruce Rodgers, Madonna creative director Jamie King, lighting designer Al Gurdon, TV director Hamish Hamilton and the NFL, Moment Factory made the grid-iron appear to come alive. --- Le spectacle de Madonna présenté pendant la mi-temps du XVLI Super Bowl, le 5 février 2012, a été perçu comme une des meilleures performances artistiques de l’histoire de l’événement. Moment Factory est fière d'avoir contribué au succès international de cette explosion musicale de 12 minutes en imaginant et en réalisant l'ensemble du contenu de projection. 114 millions de téléspectateurs et 70 000 amateurs réunis au Lucas Oil Stadium d’Indianapolis ont ainsi pu apprécier la création d’un des plus grands environnements multimédias immersifs jamais produit pour un spectacle. L'événement a été conçu et réalisé avec le concours de Michel Laprise et de Jean-François Bouchard du Cirque du Soleil, du metteur en scène Bruce Rodgers, du directeur de création de Madonna, Jamie King, du designer d'éclairage Al Gurdon, du réalisateur de télévision Hamish Hamilton, ainsi que de la NFL. www.momentfactory.com

The Super Bowl is were great advertising campaigns are launched, networks recoup the money they’ve lost during the year becuase of diminishing audiences and massive halftime spectacles are presented. Here is a rare and in-depth behind the scenes at this year’s Super Bowl halftime show, which was seen by more people than the game itself. 

For Moment Factory, the challenge was considerable: Create an enhanced, immersive visual environment around Madonna throughout a 12-minute, five-song performance. With unique concepts designed to evoke the emotions of each individual song, the game-plan was not only to enthrall those in attendance, but also convey the same live energy and excitement for the many millions participating in the televised experience. With the collaboration of Cirque du Soleil’s Michel Laprise and Jean-François Bouchard, set designer Bruce Rodgers, Madonna creative director Jamie King, lighting designer Al Gurdon, TV director Hamish Hamilton and the NFL, Moment Factory made the grid-iron appear to come alive.