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.