Meet The Designers Behind Tours For Jay-Z, A-Trak, And Arcade Fire

Madonna At The Superbowl Halftime Show

Date: February 5, 2012

Location: Lucas Oil Stadium, Indianapolis, Indiana

"For the Superbowl Halftime Show, we had to work closely with the people doing the television cameras, because we not only had to appeal to the 70,000 people in the audience, but also the millions of people watching at home. We made optical illusions, so people would wonder if the ground was moving or if the numbers were flipping.

When we found ourselves creating a show that we knew would go down in history, it was really exciting. We had an amazing, giant LED stage that we worked on with service producers and set designers. The challenge of the Super Bowl is that it’s on at halftime, and it's the most watched football event. How do you attract that audience? We had 7 minutes to assemble it and 400 volunteers hired by producers. We then had another 7 minutes to dismantle everything. For the 4 songs, we had to mix it up, especially with a client like Madonna who is very involved. The artist might not necessarily like the production, but luckily with Madonna it all worked out."

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