Rihanna won’t be keeping her insanely anticipated Anti album under lock and key for long. During Sunday night’s American Music Awards (Nov. 22), the songstress’ Samsung endorsements dominated commercial breaks as she offered an extended look into her ANTIdiaRy.
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Riri launched the cryptic site on Friday (Nov. 20) in partnership with Samsung. The lengthier teaser shows Rihanna following two children and finding an #R8 key on the floor. A younger girl, who is the spitting image of her Roy Nachum-designed album cover, also appears with a crown over her eyes.
On mobile devices, AntiDiary.com is a hub of Rihanna’s memories unfolding in a series of episodes — created in partnership with pioneering theater company, Punchdrunk — that prompts the user to look for clues inside each room. According to a statement, it marks “just the beginning of an unforgettable exclusive journey through Rihanna’s life story.”
Rihanna Launches ‘Anti Diary’ in Partnership with Samsung
Follow along at AntiDiary.com.
Unlock the mystery. #ANTIdiaRY
https://t.co/ddHbXXa8dd
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
Are you in? #ANTIdiaRy
https://t.co/OGdovYaOIT
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A story unfolds. #ANTIdiaRy
https://t.co/RUXT55xaVN
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A light shining amidst the darkness. #ANTIdiaRy
https://t.co/j9zIehQ6Ha
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015