Behind the Spectacle: The Genius Who Designs the Super Bowl’s Epic Halftime Stage

Why the Super Bowl Halftime Show Is the World’s Biggest Stage

Every year, more than 100 million viewers tune in not just for the football — but for the Super Bowl halftime show, a globally broadcast spectacle that rivals the game itself in cultural importance. At the heart of this gigantic annual production is Bruce Rodgers, the production designer behind the show since 2007, whose job has become one of the most demanding creative feats in live entertainment. 

Rodgers and his team face a unique set of challenges: building massive sets in just minutes during the halftime break, adhering to strict weight limits on the playing field, and creating a stage that survives live performance and broadcast scrutiny before vanishing minutes later so the game can resume. 

The Art and Engineering of a Global Moment

The halftime show is not just a concert — it’s a hybrid of architectural engineering, theatrical design, and lightning-fast logistics. Sets must be modular, structurally safe, adaptable to different stadiums, and capable of supporting large-scale choreography and production elements — all while maintaining broadcast-ready aesthetics. 

Rodgers and his collaborators regularly work with modular staging components, creative teams, lighting designers, and field crews to plan shows that seamlessly weave together music, set pieces, performers, and visual storytelling. This high-stakes choreography transforms a brief intermission into prime-time entertainment, often sparking conversations that extend far beyond the sporting world. 

From Marching Bands to Pop Culture Phenomenon

The halftime show’s evolution reflects its rise to global cultural prominence. What began as simple interludes featuring marching bands has expanded into multimedia experiences featuring the biggest artists in music — from Prince and Beyoncé to Bad Bunny and beyond. Artists now view it as an opportunity to express identity, heritage, and global narratives on a platform that reaches billions worldwide. 

This year’s show continued that tradition, blending meticulous design, cultural storytelling, and world-class performance elements that showcased how halftime has become a defining moment in music, entertainment, and pop culture.