Client: Mastercard
Today’s fans don’t just want to listen to music—they want to be part of it. So, during this year’s GRAMMYs, Mastercard used their commercial air time to debut Lady Gaga’s new music video, Abracadabra—then turned that moment into a community calling. We partnered with Morningview (led by Lady Gaga and Michael Polansky) and choreographer, New Zealand’s Parris Goebel, to launch a social dance audition, inviting fans to recreate the choreography for a chance to appear in a fan edit alongside Gaga herself. With Gaga, choreographer Parris Goebel, and selected viral dance creators leading the movement, the work redefined how music is promoted and transformed fans from listeners into collaborators. Taking Gaga’s Little Monsters from fan…to featured
